Maxim Gets A Makeover

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Jim Kaminsky‘s new regime at Maxim is instituting some changes. While the mag got its start as the American standard barrier for the British laddie craze its UK counterpart epitomized… well, they’re just trying to get away from that a bit. At least that’s what Mediaweek says:

“The new look graces the December issue, whose cover features a La Perla-clad Sarah Michelle Gellar. “The 25- to 26-year-old is a whole lot smarter than he was 10 years ago. The magazine has to be a little more sophisticated than it was when I was here,” said Kaminsky, who was executive editor of Maxim during its glory years of 1999 to 2002.

The classier update (December’s style how-to advises on formal wear) hopes Rob Gregory, Maxim group publisher, will help the magazine with high-end fashion and auto advertisers. Ad pages are flat for ’07 owing to advertiser pullback related to the title’s sale, along with softness in automotive, although Gregory said clients are coming back. New clients in December include Diesel and Zune.”

Then again, hasn’t putting cute girls on magazine covers always sold advertisements? But this is print media c. 2007 and the world has been turned upside down. Awesome.

(Image via Just Jared)