An "upscale" Maxim?

Even before editor Jimmy Jellinek's recent shuffling of the editorial decks at Maxim, we had heard rumblings of the magazine's proposed shift to an "upscale" audience — one the magazine believes it already has. A source now says that the transformation, however subtle, will be completed by the October issue.

While not a relaunch, the magazine has been prepping a cleaner look to enhance its content to cater to its "increasingly upscale audience."

Through July, the magazine is down 10.5 percent in ad pages, according to the Publisher's Information Bureau, taking in roughly $100 million in ad revenue, 4.4 percent less than over the same span in 2005.

EARLIER: Confirmed: Maxim Axes Four Staffers In Restructuring, Hires Ex-Stuffers