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Once-hot laddie mag Maxim is trying to shed its frat-boy image with a head-to-toe makeover that makes its official debut today.
The redesigned magazine—editor in chief Kate Lanphear's first full issue—targets an older, more affluent audience to match the magazine's core readership, which has seen its average age increase by 10 years over the past decade. "Our guy has grown up," said publisher Kevin Martinez. "He's 33, starting to make money and looking at his life differently."