Maxim

Maxim

Maxim is an international men’s magazine, devised and launched in the UK in 1995, but based in New York City since 1997, and prominent for its photography of actresses, singers, and female models whose careers are at a current peak. Maxim has a circulation of about 9 million readers each month. Maxim Digital reaches more than 4 million unique viewers each month. Maxim magazine publishes 16 editions, sold in 75 countries worldwide.

In 1999, MaximOnline.com (now maxim.com) was created. It contains content not included in the print version and focuses on the same general topics, along with exclusive sections such as the “Girls of Maxim” galleries and the “Joke of the Day”. “Maxim Video” contains video clips of interviews, music videos, photo shoots, and original content.

In 2004, the Gender Issues Centre, an on-campus feminist organization at Lakehead University in Thunder Bay, Ontario, protested an on-campus “Thunder Bay Boob Idol” event sponsored by Maxim and Coors Light. The Centre described Maxim as consisting of “sexist bravado and racist imagery”. In 2006, Alok Jha of The Guardian criticized Maxim for encouraging excessive alcohol consumption and sexual objectification of women.

In June 2007, Israeli diplomat David Saranga invited Maxim to the country. In what came to be known as “beers and babes”, the magazine did photo shoots of near-naked Israeli women who serve in the army. The campaign drew an angry reaction from lawmaker Colette Avital, a former diplomat who served as Israel’s consul-general in New York City in the 1990s. Prof. John H. Brown of Georgetown University described the spread as the first event in a new branch of public diplomacy.

Maxim has launched international editions of its magazines since 1995. Most recently it has launched its 26th and 27th international editions in Serbia and Greece where it is published by Attica Media. Notably, the magazine has been circulating editions in South Korea, Indonesia, India, Japan, the United States, France, Russia, Turkey, Serbia, Greece, Bulgaria, Czech Republic, Canada, Poland, Brazil, the Philippines (defunct), Germany, Mexico and Argentina..