Maxim magazine axed as brand moves online only

Dennis Publishing has axed the print edition of men's lifestyle magazine Maxim in the wake of tumbling circulation figures.

The June issue, which goes on sale later this month, will be the final issue of the UK version of the magazine to be printed at BGP.

Circulation of the magazine, which launched in 1995, fell more than 40% in the July-December 2008 ABC figures. This followed a 40.3% dip in the year previous.

The publisher will now focus on the online presence of the Maxim brand, while becoming the sole importer of the US edition of the title.

James Tye, chief executive of Dennis Publishing, said: "The Maxim brand remains the best-selling men's lifestyle magazine in the world, but Dennis Publishing must move with the times and recognise that the future of the brand in the UK is online."

He added: "We are extremely proud of what Maxim UK has achieved; as a print magazine, it was at the forefront of the UK lifestyle market and as a website it will continue to inform and entertain thousands of readers every day."

The move online for Maxim comes just weeks after Bauer announced that it was to suspend publication of fellow men's lifestyle magazine Arena.

BGP was unavailable for comment.


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