'Upscale' Maxim? It's Coming In October

Even before editor Jimmy Jellinek‘s recent shuffling of the editorial decks at Maxim, we had heard rumblings of the magazine’s proposed shift to an “upscale” audience — one the magazine believes it already has. A source now says that the transformation, however subtle, will be completed by the October issue.

While not a relaunch, the magazine has been prepping a cleaner look to enhance its content to cater to its “increasingly upscale audience.”

Through July, the magazine is down 10.5