Maxim Australia - to launch July 20, 2011

Lads - and chicks who like lad's mags - rejoice.

The world’s number one men’s lifestyle brand is coming to Australia and New Zealand on July 20, 2011.

Published under exclusive license by Nuclear Media, MAXIM Australia will bring a renewed focus on the Australian men’s lifestyle magazine category bringing with a cheeky, irreverent tone, as well as a strong digital and online focus and events calendar.

The man running the show at MAXIM’s local edition will be editor-in-chief Santi Pintado, who was most recently the editor of RALPH Magazine.

Pintado is confident MAXIM Australia will strike a chord with its core demographic of 18 to 34-year-old males.

“Men today crave information that can keep up with their increasingly demanding, exciting lives,” he says. “They want to consume content with an irreverent voice that will make them laugh and maybe even teach them something new. In a competitive field, MAXIM Australia will stand out because it’s funny, bold, useful, sexy, classy and slick. It will arm guys with the tools to live an even better life and ensure they have fun doing it.”

Michael Downs, Managing Director of Nuclear Media, adds “MAXIM Australia is more than just a magazine. MAXIM is the strongest and most popular men’s brand in the world and we’re extremely excited to be launching it in Australia. This well-established global brand will extend to digital initiatives and an exciting regular events calendar” he says.

“We look forward to growing a successful local edition, as well as helping strengthen MAXIM’s global network and the brand’s international capabilities.”

Some stats on MAXIM: it's the largest men’s magazine brand in the world. First launched in the UK in 1995, it now boasts brand extensions in print, online, social media, mobile, broadcast, events, and more. MAXIM Australia will be the 25th international edition of this men’s lifestyle brand.