MediaCorp's FHM leads the category with an audited circulation of 50,000, ahead of SPH's Maxim with an unaudited circulation of 45,000. Meanwhile, new upmarket titles such as Lexean, Arena and New Man have entered the scene in the past year.
Changes to Maxim Singapore, which targets men between 25 and 35, include more pictorial spreads and beefed up advice sections. "For advertisers, the new Maxim will provide more opportunities for creative branding," said SPH Magazines GM, Sharon Wang. For example, in the April issue, a FormulaOne ad campaign was supported by promotions at kiosks, petrol stations, 7-Eleven stores, bus shelters, radio, print and mobile media. "Advertisers will also increase the efficiency of their advertising investment placed with Maxim."
However, according to one media executive in the industry, who hadn't heard of the specific changes to the magazine, Maxim is struggling in Singapore. "Usually, titles relaunch because they've been out for a couple of years, and want some way to bring attention back to the magazine."
