Maxim launches in China and Hong Kong
31st March 2004
London (March 26, 2004) Maxim magazine, the world's biggest men's lifestyle title, is to launch two editions in the People's Republic of China.
The Chinese mainland and Hong Kong editions of Maxim represent the magazine's 22nd and 23rd international editions launches in 34 countries in less than eight years. Maxim maintains its #1 global position in the men's general interest category with a growing international readership of over 17 million and nearly four million copies sold each month.
In a world publishing first, both Chinese editions (Mandarin and Cantonese) will launch simultaneously with the May 2004 issues – on sale April 20th. Both editions will be published under a joint venture agreement between Dennis Publishing, Maxim's international licensors, and the South China Morning Post, Hong Kong's leading English language newspaper publisher.
The initial Chinese mainland monthly circulation of Maxim will be 140,000 copies. The editorial director is Lolita Hu and the cover price RMB20. The initial Hong Kong monthly circulation will be 40,000 copies at a cover price of HK$35 and will be edited by Jimmy Poon.
"The Chinese market is potentially the most exciting men's magazine market in the world at present, and we are delighted to form this joint venture with our friends at the South China Morning Post," said Kerin O'Connor, Dennis Publishing's international publishing director. "The combination of SCMP's local expertise and Dennis' access to an unrivalled pool of editorial material is a very exciting prospect."
"The time is prime; we're very excited about the launch of Maxim in China," said Angie Wong, Director of SCMP Consumer Magazines. "Maxim's unique editorial formula, together with its strong brand recognition, makes us believe that the Chinese editions will be great successes".
Dennis Publishing is expected to announce further Asian licensing deals in the late Spring 2004 for both Thailand and Singapore.
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