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| Press Room |
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| MAXIM MAGAZINE TO LAUNCH IN CHINA AND HONG KONG
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New York, NY (March 29, 2004) - Maxim magazine, the world's biggest men's lifestyle magazines, is to launch two editions in the People's Republic of China.
The Chinese mainland and Hong editions of Maxim will be the magazine's 22nd and 23rd international editions launched in 34 countries in less than eight years. Maxim maintains its #1 global position in the men's general interest category, with a growing international readership of over 17 million and four million copies sold each month. In December, Maxim was named one of the top 10 international media brands by Campaign magazine.
In a world publishing first, both Chinese editions (Mandarin and Cantonese) will launch simultaneously with the May 2004 issue - on sale April 20, 2004. Both editions will be published under a joint venture agreement between Dennis Publishing, Maxim's international licensors, and the South China Morning Post, Hong Kong's leading English language newspaper publisher.
The initial Chinese mainland monthly circulation of Maxim will be 140,000 copies. The editorial director is Lolita Hu and the cover price will be RMB 20. The initial Hong Kong monthly circulation will be 40,000 copies at a cover price of HK$35 and will be edited by Jimmy Poon.
"The Chinese market is potentially the most exciting men's magazine market in the world at present, and we are delighted to form this joint venture with our friends at the South China Morning Post," said Kerin O'Connor, Dennis Publishing's international licensing director. "The combination of SCMP's local expertise and Dennis' access to an unrivalled pool of editorial material is a very exciting prospect."
"The time is prime; we're very excited about the launch of Maxim in Hong Kong," said Angie Wong, director of SCMP Consumer Magazines. "Maxim's unique editorial formula, together with its strong brand recognition, makes us believe that the Hong Kong edition will be a great success."
Dennis Publishing is expected to announce further Asian licensing deals in late spring 2004 for both Thailand and Singapore.
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Dennis Publishing, Inc. is a media company that publishes the two most successful modern men's lifestyle magazines in America - Maxim (2.5 million rate base) and Stuff (1.2 million rate base) - along with general interest music magazine Blender (Advertising Age's Launch of the Year), Maxim Goes To The Movies and The Week, a compilation of the week's most important domestic and international news. Maxim, Stuff, Blender and The Week are registered trademarks of Felix Dennis.
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