Point Blank Design wins £3m brief to restore ailing Maxim’s fortunes

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here