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MAXIM MOVES ONLINE: Following the digital trail of publications such as the Seattle Post-Intelligencer and the Christian Science Monitor, the British edition of Maxim — one of Britain’s pioneering “lad mags” — will cease publishing a print edition and shift the focus to its online operation. Dennis Publishing said Thursday the final print edition of the U.K. men’s title, which launched in 1995, would be June. Dennis said it planned to bolster the editorial team at Maxim.co.uk, and chief executive James Tye said, “The future of the brand in the U.K. is online.”

A spokeswoman for Dennis told WWD on Thursday that the U.S. edition of the magazine, which is operated by Alpha Media Inc., would remain in print. That edition has been successful from the get-go, with a monthly circulation of 2.5 million. Dennis will now be the sole importer of the U.S. Maxim in the U.K., supplying copies to newsstands and subscribers.

The spokeswoman said the decision to switch to online was a reactive one. “We did this in answer to consumer demand — we found our readers were more engaged with the online edition than with the print one…and we need to go where the consumers are going,” she said.

The U.K. Web site launched in 1999 and has 500,000 unique users a month and 260,000 subscribers to its weekly e-mail newsletter. The print version’s monthly circulation was 46,000, according to the latest Audit Bureau of Circulations figures, compared with its peak of 328,000 in 2000.

— Samantha Conti

 

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