Maxim

Maxim  is a monthly men’s magazine founded in 1995  that  features articles  about men’s health, fashion, sports, consumer goods, and other male activities and men’s culture. It is most readily identified with the rise of self-indulged, fashion-conscious metrosexuals. The  magazine is also well known for its non-nude photography of female  celebrities, models, musicians, and  actresses, which  can  overshadow the magazine’s features and articles that discuss the male beauty  industry. Maxim competes  for readers with  other magazines like Gentlemen’s Quarterly (GQ),  Esquire, and Men’s Health, also focused on the male beauty  industry but not distinguished by non-nude photography of women.

Maxim  was first published in the  United Kingdom in 1995  before  being  published  in the United States  and other countries. Unlike the American version, the British version features topless photography of women. The magazine is published by Dennis Publishing and  is promoted alongside its sister magazines like music focused Blender. Maxim  is an industry leader  in the United States,  with a reported circulation of  over  2  million   readers. The  magazine targets   18-to-30-year-old men  and  provides entertainment and  advice on  a variety of issues  men  face, including male  beauty  and  health concerns. The  male  beauty  industry is heavily advertised and  marketed in  Maxim  and  issues  typically  feature interviews with male celebrities and models. Interviewees also include actors, musicians, and politicians,  and discussions often  revolve around the celebrity  and fashion industries, fitness  and  health regimes, and  opinions on  careers. There are also articles  and reviews of new consumer goods  like electronics and cars, and field reporting and columns on  city life, subcultures, and  films and  television. Issues  have  also  explored  the nightlife of certain cities and included hot  spots  and places of interest for traveling  men.  Calendar-based articles  are also featured, with information on elections and  seasonal activities  included when  pertinent and  relevant to men’s culture.

The  success of the  magazine has led to its introduction in other markets outside the  United Kingdom and  the  United States.  Maxim  is published in over 25 other countries, including countries in Europe, South America,  and Asia. An official Web site was launched in 1999  and  features pictures and  content not  available  in  the  print  issues.  The  Web  site  also  includes collections of photographs from a majority of the women it has featured and exclusive videos and interviews. A satellite  radio  channel was launched with  Sirius  Satellite  in 2005.  The  magazine  has  also  expanded its brand name  into  other projects and  products, with special  products derived  from  the  magazine’s prominent features. The  magazine routinely undertakes searches to find women to mark  as the  most  attractive in a certain geographic area or profession.

The   interviews  and   discussions contributed  by  women  photographed  for Maxim are also overshadowed by the near nudity of the photographs. Articles and interviews with women photographed concern their  approaches to their  careers, opinions on their  appearance, and how they are portrayed in the media. The  quotations chosen from  interviews to  accompany images  of these  women can  also detract from the information about their  chosen health and fitness  regimes.

The  near  nudity of the  women featured in Maxim  has  given the  magazine its most  notable feature, since  the  women photographed are  as close  to  nudity as allowed. Some retailers, including chain Walmart, have deemed the magazine pornography and  do not  carry it in stores. Written content and  advertisements have also caused retailers  to stop  carrying  the  magazine. The  photography and  some advertisements featured in the magazine have also led to allegations of sexist depictions of women from  some  groups. The  success of the  magazine due  to  its near-nude photography has spread to its sister  magazines, with similar  criticisms laid  at  Blender for  featuring more  sex-based photographs than information on music  and music  culture.

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