‘Maxim’ is on a big high; gets a pre-Diwali makeover

Barely eight months old, Media Transasia’s international offering to India, ‘Maxim’ has undergone a revamp before the festive season. The new-look magazine hits newsstands today. ‘Maxim’ was brought to India in January.

With the all-new look, the men’s magazine is yet again being touted as man’s natural habitat with a redesign and increase in the number of pages. Targeting the 25-40 age group that has a high disposable income and propensity to consume, the magazine promises all that men are looking for – cars, gadgets, gizmos, health and personal grooming.

Piyush Sharma, CEO and associate publisher, Maxim India, avers that the time is apt for such a step, while also taking a cue from the tremendous success that the magazine has met with in the Indian market.

Sharma promises that the latest ‘Maxim’ will be an enriched version where content is concerned. Otherwise, there are no changes in the number and type of sections from the earlier editions. While the supplement comes in 90 GSM quality, the regular pages are in 90 GSM. The cover too is tailored for the relaunch, since it comes in 300 GSM cardboard material.

Readers’ surveys have revealed positive feedback/response for the magazine. Hence the decision, says Sharma confidently, adding that market realities and rising reader propensity to buy was a major driving force. In a short innings of eight issues, ‘Maxim’ has met with an excess demand to the extent that it has witnessed overload on printing.

With the September issue, the invitation price of Rs 60 will be withdrawn to be revised to Rs 100. The number of pages has been raised from 128 to 200. A 40-page supplement called ‘A-Z of Planet Maxim’s Most Beautiful Women’ showcases 30 such women of the likes of Aishwarya Rai , Sushmita Sen and Bipasha Basu.

An amount of Rs 77 lakh has been spent on promotional activities through ground events, public relations and advertising. Euro RSCG handles the creative duties for Maxim.The issue has been endorsed by brands across categories like apparel, liquor, FMCG, etc. The 40 pages devoted to the supplement are wholly endorsed by Euro Fashion. Innovations in advertising messages have been made with a Wagon R on the cover; belle band carrying Radico Khaitan and a tab carrying Mc Dowells.

For the record, Maxim has a readership of 400,000 and a circulation of 80,000 copies. Sharma claims that ‘Maxim’ has already received paid subscriptions of 20, 000 copies in advance for its September issue.

The Diwali special issue in October will carry a free 16-page special supplement along with it, besides special content for the festive season. In November, ‘Maxim’ will carry another special supplement called ‘Miss Maxim’.

Sharma says that more innovations will follow in terms of packaging, and content. Announcing for the future, he said three titles will be launched by mid-2007.

© 2006 agencyfaqs!