The new editor of Maxim is trying to win back readers in the competitive men's magazine market -- by getting them dates.
Greg Gutfeld, an American who was previously editor-in-chief at the US magazines Men's Health and Stuff, has his work cut out for him as Maxim, among other monthly men's titles, comes under fire from two upstart weekly rivals.
"We went out and found beautiful women and offered the opportunity to appear in the magazine, but in return they have to date our readers," Gutfeld said.
Playing matchmaker between these women and men who could usually only dream of dating them is part of a strategy to regain some lost ground.
Maxim UK's monthly circulation has fallen nearly 7 per cent since the beginning of the year, as Emap's Zoo and IPC's Nuts weeklies went from zero to a combined 2 million sales per month. The monthly men's magazines Loaded and FHM also took a hit.
To turn things around, Gutfeld is revamping Dennis Publishing's flagship title starting with the October issue, recasting the magazine to appeal to men who are tired of the same old "lad mag" formula.