Dennis Publishing is to ditch its UK print edition of Maxim to become an online only title after it shed almost half its circulation in the latest ABC audit for the six months to December 2008 compared to 2007.
The title is the first of the so-called lads mags to succumb to the sector’s plummeting popularity in print form recent years. Rivals FHM and Loaded both also saw double digit falls in the latest ABCs.
The June issue of the title on sale later this month will be the last UK print edition, although the US version will still be imported by Dennis and available on UK newsstands and to UK subscribers if they want it.
The publisher holds exclusive rights to the Maxim UK site, which launched in 1999 and currently claims 500,000 unique users and 260,000 subscribers to its weekly email newsletter. Its last audited circulation for the print title was 45,951.
The title closure follows Bauer Media’s decision to finally axe its 22 year-old men’s monthly glossy Arena after its circulation went into terminal decline.