'Maxim' Reduces Rate Base, Frequency for 2013

Laddie mag's ads, circ have been slipping

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Maxim magazine, the lone survivor of Alpha Media’s laddie mag boom-and-bust (Stuff and Blender folded in 2007 and 2009, respectively), is shrinking its rate base, continuing a trend among big-circulation magazines like Playboy, Reader's Digest and Newsweek.

The magazine’s media kit lists the 2013 rate base at 2 million—a 20 percent decrease from its current rate base of 2.5 million. Maxim also is combining its December and January magazines for a total of 10 issues, down from 11 this year.

Although Maxim managed to maintain its overall circulation over the past year, a close look at the numbers shows some weak spots.



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