Dennis Publishing has appointed Point Blank Design to handle the advertising business – estimated to be worth &£3m – for men’s title Maxim, as part of an attempt to arrest a decline in the magazine’s circulation.
This is the first time that the magazine has appointed an agency to handle its above-the-line advertising. Point Blank Design has been briefed to create TV and press ads and to bolster the magazine’s market presence.
The move follows the appointment earlier this year of Naked Communications to handle media planning and buying for the magazine, which was launched in 1995 (MW January 30).
According to the July to December 2002 Audit Bureau of Circulations (ABCs) report, Maxim’s average monthly circulation was down 7.4 per cent period on period and 9.6 per cent year on year, to 250,119. In recent years, the title has been trying to attract more mature readers and to tone down its “lad-mag” image.Maxim trails EMAP’s FHM, which has a circulation of 620,226, and IPC Media’s Loaded, which has a circulation of 290,214.
It is understood that the increased investment in Maxim follows publisher Felix Dennis’ pledge to use some of the profits from his American operation in his British company. The US operation, Dennis Publishing Inc, is bigger than its UK counterpart, with annual reported sales of &£100m.