Dennis continues Maxim expansion with US radio launch

by Joe Lepper,, Brand Republic 08-Jun-04, 09:00

LONDON - Dennis Publishing is extending the brand of its top-selling US version of Maxim with the launch of a radio station with an emphasis on entertainment, sport and motors.

Maxim Radio is being broadcast on the satellite radio provider Sirus after an agreement was hammered out between Dennis Publishing US president and CEO Stephen Colvin and Sirus Satellite Radio president of entertainment and sports Scott Greenstein.

As with its print version, Maxim will target 21- to 34-year-old men and will adopt a similar editorial theme. This includes 'Maxim Pirate Radio' during the overnight hours, which involves listener call-ins and live transmissions from Maxim events, such as its annual Super Bowl party.

According to Colvin, the Maxim demographic is at the cutting edge of technology and was the right one to launch satellite radio to, putting the magazine on top of a new cultural wave.

"Maxim Radio will enable a live interactive relationship with millions of Maxim readers like never before and bring new fans into the growing fold," he said.

This latest move in the US is part of a global expansion of the Maxim brand. This year, the print version of Maxim was launched in Singapore and was also recently launched in China and Hong Kong, where it is working with SCMP, publisher of Hong Kong's South China Morning Post.

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