Maxim-izing Profit: New Men's Magazines And The Rise Of Consumer Masculinity
Olsberg, Joshua Edward
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This is content analysis of Maxim magazine, published by Dennis Publications, and first appearing in American newsstands in 1997. Maxim is the most widely circulated men's magazine in the United States, with an estimated paid readership of around 2.5-3 million, and an estimated total readership of around 13 million. When combined with other magazines of the genre, which I distinguish as new men's magazines, the estimated total readership is around 26 million regular readers. This project is an exploratory study dedicated to finding out exactly what the magazine offers which allows it to attract and maintain such a large audience. I have examined form and content, with the goal of being able to discuss with some certainty the degree to which Maxim's claim as an entertainment first magazine, dedicated to, "address(ing) the real life needs of intelligent professional men in an entertaining as well as informative way," stands up under close scrutiny.