Launch of MAXIM


MAXIM, the magazine that investment bankers are five times more likely to read than Business Week* is set to launch this week in Hong Kong under a partnership between Dennis Publishing Ltd of the UK and the SCMP Group.

First launched in the UK in 1995, MAXIM now boasts a network of 21 editions in 32 countries, and a global circulation of 3.9million. The monthly title will launch in Hong Kong on 1st April, priced at HK$35, and in China shortly priced at RMB20.

Director of SCMP Consumer Magazines Angie Wong said, "The time is right for MAXIM. We are convinced that its unique editorial formula and strong brand recognition will make it an instant hit."

This editorial formula includes an irreverent but down-to-earth tone coupled with genuinely useful information on everything from cars, girls, gear and gadgets, to sport and entertainment, food and drink, travel and sex. And all combined with MAXIM’s drop-dead gorgeous production values.

The key to success, says Wong, is that MAXIM defines a very special time in a guy’s life. "This is the time when everything – career, relationships, partying – all comes together. It’s the time when a man knows what he wants, and has the cash to make it happen. He is as likely to hang out with friends and be admired for his wit and way with girls as his career choice and taste in clothes."

Aimed at a 23-35 year old affluent male audience, the Hong Kong edition of MAXIM will be supported with three months of promotional activity. Concentrating on out-of-home media, ads will debut on the MTR, billboards, bus-bodies and bus-shelters. There will also be a print campaign in selected daily and weekly press. Below the line, an on-pack premium will drive news-stand sales expected to reach 40,000, while there will be a glamorous launch party at Aqua, Number 1 Peking Road on Thursday, with expected attendance topping 300 clients and celebrities.

Meanwhile in China details of a local publishing partner are soon to be released and plans are well advanced for a launch in 32 cities nationwide with a projected circulation of 120,000. Aimed squarely at the market for "Young Bucks" MAXIM China hopes to take advantage of the dramatic social changes underway across the mainland. These changes have resulted in a scarcity of relevant reading for a whole generation of better-educated, later-marrying, success-driven professionals who are looking ahead and want information to guide them in their consumer and lifestyle choices.

About SCMP Group Limited

SCMP Group Limited is the holding company of South China Morning Post Publishers Limited, publisher of Hong Kong’s leading English language newspapers in addition to SCMP Magazines and SCMP Book. The Group’s core business is newspaper and magazine publishing, with a stable of titles including South China Morning Post, Sunday Morning Post, Cosmopolitan, Cosmo Girl!, Harpers Bazaar and Automobile. SCMP Group Limited also holds interests in retailing and other businesses and investments. The Group’s shares are listed on The Stock Exchange of Hong Kong Limited.

For media enquiry, please contact:

Amanda Turnbull
Marketing and Communications
SCMP Group Limited
Tel: (852) 2250 3130
Fax: (852) 2565 2429

(* according to Fortune 500 CEO’s)