Maxim weighs up potential for tech spin-off

<P>Men's mag Maxim is gearing up to launch its spin-off title Maxim Tech in China, after a survey uncovered an appetite for more gadget-related content among its readers in the mainland.</P> <P>The magazine is thought to be the first sub-brand from a men's title in China.</P> <P>Maxim Tech's China debut will be distributed with the October edition of Maxim China, with a view to launch as a separate publication next year, said Maxim China's business director Derek Yu.</P> <P>The magazine will differ from existing technology reads on sale in China, such as Stuff and Digital, Yu explained, focusing on lifestyle content rather than product reviews, with a broader coverage covering everything from electronic products to cars. </P> <P>Sales of items such as mobile phones, computers and digital cameras are rising in China, pointed out Ivo Kavelj, national tactical planning director for MediaCompany, creating a niche for a magazine such as Maxim Tech to fill.<BR>"One of the keys is to ensure the products covered in their articles are seen both as fashionable and attainable," he said.</P> <P>According to Yu, over half of the new magazine's content will be sourced locally, with 40 per cent taken from international editions.</P> <P>Maxim Tech will initially be published twice a year Yu added, with an eye on becoming a quarterly read. In addition to 270,000 copies circulated with the main Maxim magazine, an extra 30,000 copies of the first issue will also be distributed to hotels, restaurants and cafés.</P> <P>The title will initially use Maxim's ratecard, though this will be reviewed when it launches as a standalone title next year.</P>