Lad magazine Maxim to stop publication - Oct 24, 2008 (ST)

BackOct 24, 2008

The Straits Times / The Business Times News On SPH

Lad magazine Maxim to stop publication

Meanwhile photography title PhotoVideoi will be incorporated into a sister publication.

Oct 24, 2008
The Straits Times

LAD magazine Maxim will cease publication, while photography title PhotoVideoi will be incorporated into a sister publication, said SPH Magazines yesterday.

Falling circulation and 'borderline' profitability are behind Maxim's closure, said SPH Magazines chief executive Loh Yew Seng.

He said the readership and advertising support for lad magazines in Singapore and globally 'has dwindled over time... male readers are now opting for editorial content that is found in more quality content-led magazines'.

And as 'resources are limited, we may as well focus on those that will give us maximum benefit in the long run'.

SPH Magazines' titles such as Men's Health, with a readership of 70,000, has overtaken lad magazines in popularity in the men's magazines category, according to the Nielsen Media Index released last week. Lad magazines used to dominate the category.

Maxim, launched in October 2004, has a readership of 23,000, according to the index. The December issue will be its last.

Photography magazine PhotoVideoi, launched in December 2003, will no longer be published as a stand-alone publication but will become part of consumer technology magazine HWM Singapore from next month.

SPH Magazines said there has been a steady rise in readers interested in both casual and professional photography, as well as an increasing demand for post- purchase tutorial-based content.

'This move will make HWM Singapore the ultimate go-to guide for all things photography-related, over and above its standing as the leading consumer technology magazine for computers, consumer electronics and communications.'

Staff from both magazines will be 'retained and redeployed'.

Subscribers of the two magazines can switch their subscriptions to alternative titles or opt for a pro-rated refund.

SPH Magazines, which publishes more than 100 titles including Her World, Shape and Torque, is a wholly owned subsidiary of Singapore Press Holdings (SPH), the publisher of The Straits Times.

Mr Loh said the closure of Maxim and the merger of PhotoVideoi are not expected to have any material impact on the publisher.