Maxim publisher distances himself from editor's view

by Jacquie Bowser, Brand Republic 02-May-08, 11:15

LONDON - Maxim editor Michael Donlevy has labelled trade journalists 'w*nkers' following a Campaign article revealing sales of the men's title have hit an all-time low, a view not backed by publisher Simon Clark.

Donlevy's comments were made in an email to colleagues yesterday in an attempt to dismiss the article as irrelevant because the title was trying to change its perception at present and this would take time.

Simon Clark, Maxim publishing director, distanced himself from Donlevy's comments.

Clark said: "It is not my opinion and it is not Dennis Publishing's opinion -- I do not share the same view. I massively value trade journalists. This is such an isolated situation. The editor had good intentions."

In his email to Maxim staff, Donlevy wrote: "Basically, we've taken a bit of a kicking, but I want to make a few points to reassure everyone. And if any of your contacts or friends ask, this is how to shut them up.

"We don't have the final sales figures for the Mischa [Barton] issue. But it's fair to say it didn't do very well. However, this story doesn't include the likes of subscriptions, so it's fair to say our next ABC will not be this figure!"

Donlevy went on to say that changing the perception of the magazine involved taking a hit in sales, but retailers, such as WH Smith, Tesco and Sainsbury's back what Maxim is doing and that there is no risk of it being delisted.

"Trade journalists are wankers. They don't like Dennis -- never have, never will. So they will give us a kicking instead of reporting that Esquire sold 15,000 or Arena sold four fucking copies.

"We still have a really strong brand -- the website is there for all to see and internationally we are still massive.

"So let's concentrate on what we're doing, produce a really good mag (as we have been already) and ignore shit like this."

Sales of Maxim have fallen over the past few years. In 2005, it was selling 234,183 copies. According to its last ABC, it was down 27.1% period on period to 78,463 copies and its sales are now said to be less than 70,000 according to yesterday's story.

The rant has led some to question how long Donlevy will remain as editor of the men's title. He is the third editor in two years. He moved from Men's Fitness in September 2006 to replace Derek Harbinson, who in turn replaced Greg Gutfeld after his departure in March 2006.

Read Gordon's blog to see the full email.

Comments

Susan Billinge - 02/05/2008

Well he seems very passionate about his mag, which can only be a good thing, lets see if he's right about this or not.

Jacquie Bowser - 02/05/2008

I'm just wondering what compelled the person at Maxim to forward the email on... Where's the loyalty? I hope the boys can turn the mag around and that the change in direction works.

Jim Cohen - 02/05/2008

Fair play to him. He cares about his mag and wants his staff to keep faith.

Ross Thompson - 02/05/2008

This brings back memories of Kevin Keegans 'i'd love it....' rant - DESPERATION..

Alastair Bevan - 02/05/2008

Cares about his mag or cares about his job? Never met the guy, but that email reeks of arse-covering. When you're running a show - whether it's a street busking operation or a national magazine - the first rule is 'don't lose control'. As per Fight Club, so is the second. That's exactly what seems to have happened here. That isn't a robust defence, it's an incoherent rant. If I was on the Maxim staff today I wouldn't feel supported and inspired. I'd be listening out for the falling axe so I could get to know my new editor.