MEDIA: Twice-yearly fashion mags go head to head

The crowded fashion magazine market is set for two new entrants as

the publishers of Maxim and Wallpaper* go head to head with new


Maxim Fashion, a brand extension of Dennis Publishing's men's title,

will publish in September, and Spruce, an upmarket fashion magazine from

the creators of Wallpaper* magazine, has its first issue on sale at the

end of August. Both will be twice-yearly.

Andy Semple, Dennis Publishing group publishing director, said the Maxim

title would be aimed mainly at the more fashion-conscious ten per cent

of the Maxim audience, and would be for wealthier readers than those of

the fashion spin-offs of rivals Loaded and FHM.

'It will be more upmarket than those. It is a beautiful-looking magazine

and will deliver big name celebrity interviews, from the

arts/fashion-style crowd. It will be less practical than the FHM and

Loaded titles and have more lifestyle content: more people and more

humour,' he said.

The editorial director of Wallpaper*, Tyler Brule, said his new magazine

would be different from others in the market as it was aimed at both men

and women and would be international.

'Also what I think is different, is that this will be the most upmarket

fashion title in the world both from the point of view of editorial and

production. Things like the paper quality and our investment in

newsgathering correspondents from all over the world in a way that

fashion magazines have not done, will allow us to be there first,' he


Brule expects that the title will not take readers from existing style

titles but will bring in readers from Wallpaper* and other lapsed

fashion magazine readers. The target readership is 28-plus, he said.

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