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Posts Tagged ‘Maxim’

Maxim Owners Back Out of Darden Media Deal

The deal between Maxim owner Alpha Media Group and Darden Media Group, which involved the latter buying and expanding the Maxim brand, is officially dead. The New York Post is reporting that Alpha has now turned to another bidder, a combination of Infinity Group, a licensing company, and Hilco Global, a financial services company.

Infinity and Hilco’s bid is expected to be about $20 million, making it $10 million less than Darden’s offer. Alpha and Darden hit a stumbling block in November, when it was rumored that Calvin Darden Jr. (son of Darden Media’s owner, Calvin Darden) would be involved in the acquisition. Further muddling things was Darden Media’s failure to come up with cash as deadlines came and went.

Infinity and Hilco already have a branding and licensing deal with Miss America, so Maxim would seem to be a natural fit. One is an event pairing cheesiness and scantily clad women, the other is magazine doing the same thing.

Maxim Deal Might be Dead

Maxim’s days might be numbered. In early September, Alpha Media Group triumphantly announced that they had sold Maxim to Darden Media Group, despite the glossy’s dwindling popularity. Now Adweek is reporting that the deal is likely dead.

Darden had plans to expand the Maxim brand — Maxim TV, Maxim Radio, etc. If you’re a normal person, that sounds absurd. But that’s just what Alpha Media Group wanted to hear. “As a company, we are excited to see Maxim everywhere,” said Ben MaddenMaxim’s president, at the time.

Unfortunately, things went sour soon afterward. Alpha is specifically worried about Calvin Darden Jr. (son of Darden Media’s owner, Calvin Darden) being involved in the acquisition:

However, the announcement made no mention of Darden’s son, Calvin Darden Jr., who was convicted eight years ago of stealing from securities firms and investors including former NBA star Latrell Sprewell while a stockbroker. Sources close to the company said they were surprised to learn that the younger Darden was involved in the Maxim deal, though, attending meetings and fundraising.

Damn. The guy ripped off Spree? We wouldn’t sell to him either.

Maxim Sold to Darden Media Group

Alpha Media Group, parent of Maxim, has sold the brand to Darden Media Group. The sale includes the magazine and its 15 international editions sold in 34 countries, all Maxim events and digital assets. Financial terms of the deal weren’t disclosed.

Calvin Darden, chairman of Darden Media Group, has big plans for the magazine: Get ready for Maxim TV, Maxim radio and a Maxim music label. Darden’s plan to expand the Maxim brand via those entities is part of the reason why Alpha Media Group accepted his offer.

“He [Darden] will provide exceptional leadership and a platform to execute a large scale strategy across distribution channels we collectively envision,” said Ben Madden, Maxim’s president, in a statement. “As a company, we are excited to see Maxim everywhere.”

We’re not entirely sure that anyone else would agree.

Cover Battle: Maxim or Food Network Magazine

Welcome back to another edition of FishbowlNY’s Cover Battle. This week we have Maxim versus Food Network Magazine. For its latest cover, Maxim went with Alyssa Milano, who looks pretty damn good for 40 years old. There’s obviously some airbrushing and she’s wearing shorts that look like a grandpa’s underwear, but still. Milano looks nice.

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Maxim Lost $5 Million Last Year

Alpha Media Group put Maxim up for sale in March with the hopes of attracting “meaningful and beneficial” offers. Well, the latter request isn’t going to happen. According to the New York Post, Maxim lost about $5 million last year, and ad pages continue to plummet.

We suspect that will keep potential partners/new owners at bay, unless they’ve got extremely deep pockets. Speaking of that, could you imagine if Michael Bloomberg bought Maxim? He’d be a blast at the magazine’s annual Super Bowl party:

Random Dude: “Hey Mikey, beer me!”

Bloomberg: “I would rather not beer, anyone. Thank you.”

Maxim is Up for Sale

Anyone interested in buying the most dude bro magazine of all dude bro magazines? Well good news, because Alpha Media Group has just put Maxim up for sale. Apparently AMG’s board of directors are finished with the magazine, and are seeking either a buyer or a new group of investors.

If you’re the kind of person who wants to purchase a glossy in a climate that isn’t exactly magazine friendly, you better act fast. Well, at least that’s according to a release from AMG:

The frequency of inquiries to partner or acquire with the Maxim brand has increased dramatically over the past year. Maxim constantly evaluates its position in the market and has decided now is the optimal time to entertain strategic relationships and offers. The brand will only consider offers that are meaningful and beneficial to both the brand and its investors.

Maxim to Launch Cologne Line

Maxim, the magazine for dudes who enjoy being dudes, is launching a fragrance line. Alpha Media Group, Maxim’s parent, is partnering with Omni Scents to produce the Maxim Fragrance Collection, due to hit shelves this fall.

“The Maxim brand continues to resonate with men around the globe,” said Jack Kliger, executive chairman of Alpha Media Group, in a statement. ”We welcome this first fragrance brand for men, which will provocatively express the brand’s unique voice and believe it will have tremendous appeal to the global Maxim consumer.”

While the jokes practically write themselves when it comes to Maxim cologne, this could be a good thing for the magazine. The brand simply doesn’t have the same appeal it once did. But if there are still guys out there who buy Axe, there is definitely a place for Maxim fragrances.

Maxim Reducing Rate Base and Publishing Frequency

Maxim magazine is cutting back on its rate base and its publishing frequency starting next year. According to Adweek, the magazine lists its circulation for 2013 at 2 million, which is down from its current mark of 2.5 million. Maxim is also cutting back to just 10 issues next year.

It hasn’t been a great year for the magazine. In March, as part of a “restructuring,” Maxim laid off six editorial staffers. Newsstand sales are also down 20 percent compared to 2011.

Dan Bova Promoted to Chief Content Officer at Maxim

Dan Bova has been promoted from editor-in-chief of Maxim to chief content officer. Bova was editor-in-chief since early this year, and executive editor prior to that. He was also formerly editor-in-chief of Stuff.

“Dan has the industry savvy necessary to evolve with the rapidly changing media landscape and understands the needs and media habits of our readers,” said Maxim President, Ben Madden. “He is the ideal person to continue to lead Maxim to new editorial heights, leveraging our compelling content across multiple platforms and across our readers’ various touchpoints.”

Bova’s new role is effective immediately.

Bar Refaeli Tops Annual Maxim Hot 100 List

According to Maxim readers, Bar Refaeli is the most beauftul woman in the world. The latest Maxim Hot 100 List — available on newsstands May 29 — was picked by the magazine’s fans. Refaeli beat out Olivia MunnMila KunisKaty Perry and Olivia Wilde for the top spot.

Refaeli told Maxim that she was “truly honored” to have won, but she might want to reconsider that statement. She did beat out those lovely ladies mentioned above, which is great. But a cartoon, Stephen Colbert and Amanda Knox — yes, the woman who maybe murdered her friend — also made the Hot 100 List, so Refaeli should probably take the honor with a grain of salt.

Maxim’s editors, however, were excited that readers chose Refaeli. She “puts the ‘promise’ in the Promised Land,” they explained. We have no idea what that means, but it sounds like a compliment.

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