Maxim set to join Philippines fray

Men's magazine Maxim is to launch in the Philippines, taking on rival FHM, which currently dominates the market. <br><br> The new title, set to hit newsstands in June with an initial circulation of 100,000, hopes to lure upscale advertisers away from FHM, which boasts circulation of around 130,000, by appealing to a slightly older and more affluent demographic. "FHM can go a bit far and not go with the image of a premium luxury brand," said Rafael Ongpin, general manager of the magazine arm of Philippines media group ABS-CBN which will publish Maxim in the archipelago. <br><br> Giovanni Desequera, founder of men's title Manual, has been appointed editor while Debbie Lozare has moved from broadcast sales in ABS-CBN's TV arm to head up sales.