Thursday, February 16, 2006

Not so maximum effect

As predicted, Maxim suffered in the ABCs, as did much of the men's market. Not only was Maxim's fall worse than expected (down 16.2% to 190,438 rather than a rumoured 10%), but rivals are saying its even worse than that.

Speculation is that Maxim has lost something like 25% of sales at the newsstand, while rival Loaded has been gaining at newsstand by 20%.

Quite what the truth is probably won't emerge until the next round of ABCs in six months' time

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