Men's Fitness deputy promoted to editor of Maxim

by Daniel Farey-Jones, Brand Republic 11-Sep-07, 10:30

LONDON - Dennis Publishing has appointed Michael Donlevy, deputy editor of its Men's Fitness title, as editor of Maxim.

Donlevy, who was chief sub-editor of Maxim earlier in his career, takes up the editorial reins early next month after previous editor Derek Harbinson stepped down after one year in the role.

Donleavy has been tasked with making the magazine more "service-led" and will oversee the Maxim website, which has recorded a 72.5% yearly increase in monthly unique user figures to 851,739 according to Dart figures unaudited by ABC Electronic.

However, he will have his work cut out. Like all titles in the monthly men's sector Maxim is fast losing readers.

Maxim's print circulation continued to drop in the last set of ABC figures to 107,687 copies, down 18.1% over six months and 26.3% over a year.

Dennis has also promoted Pete Muir, Men's Fitness editor, to editorial director across Maxim and Men's Fitness, and given him a place on its lifestyle titles board.

Donlevy said: "Maxim offers its readers fantastic digital content and I want Maxim magazine to offer more than you can find in any other mass market men's monthly or weekly magazine. The best, quirkiest news, investigative features, in-depth reviews, oh, and women that make you actually want to know them."