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>
by
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08/09/2006
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.
The magazine is thought to be the first sub-brand from a men's title in China.
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.
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.
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.
"One of the keys is to ensure the products covered in their articles are seen both as fashionable and attainable," he said.
According to Yu, over half of the new magazine's content will be sourced locally, with 40 per cent taken from international editions.
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.
The title will initially use Maxim's ratecard, though this will be reviewed when it launches as a standalone title next year.
