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Background: Launched in the UK in 1994, lad mag Maxim was cocksure from the beginning, gleefully entertaining readers with the brashly irreverent yet surprisingly instructive tone of an enlightened frat-brother. Touching on such mainstays of male experience as beer, sports, gadgets, fashion, and, of course, sex, it quickly became the juggernaut of the genre, outselling FHM and Stuff and playing a not insignificant role in the increasingly conversational voice of upscale men's magazines like GQ and Esquire....