"The men's magazine market has an image we don't like and we're trying to clean it up," said local publisher Apa Ongpin, general manager of ABS-CBN's magazine arm. Ongpin added that luxury brands had said that the content of popular men's titles could sometimes undermine the brand image they were trying to project.
Maxim's main rival in the Philippines is likely to be FHM, which rose quickly to become market leader after launch five years ago with a sex-based formula that virtually created the men's magazine sector in the Philippines from scratch.
"Before FHM, magazines specifically for men were practically non-existent," said Rick Reyes, media director at Carat's Philippines office. "Newspapers were basically the sole medium that would effectively reach the male population. There were a couple of magazines which tried to reach the Filipino male, like motoring and sports magazines, but circulation was very limited. Advertising in these titles did not really catch on." Other new titles, which emerged after FHM, include Pump, Uno and Pulp.
Maxim said it would enter the Philippines market with an initial circulation of 100,000, less than FHM's claimed circulation of 120,000, adding that distribution will be revised depending on how well the magazine is received. The title will retail for 130 pesos (US$2.50).
"Maxim should be able to equal, if not surpass, the content of FHM, without going overboard," Reyes said. "Maxim should also invest in marketing the magazine among its intended target market and sustain the efforts."
FHM, which also has a strong female readership, stages two major on-ground events each year, 100 Sexiest Women and Girl Next Door, both of which attract large crowds. Ongpin was confident Maxim would thrive in the Philippines. "( FHM) meets a huge market, but what we're finding out is that there is (another) huge unserved market," he said. ABS-CBN has appointed Vanni de Sequera, founder of men's title Manual, as Maxim editor, while Debbie Lozare from broadcast sales in its TV arm will head up sales.
Maxim joins a stable of 15 magazines at ABS-CBN, including the popular lifestyle franchise Metro . Maxim Philippines will be the title's eighth edition in Asia.
