The one-page section, outrageously subtitled 'PR-ostitution', invites PROs to play tonsil tennis with a reader in return for coverage. The further you go, apparently, the bigger the plug.
According to managing editor Eoin McSorley, the idea came from (single) Maxim staff writer Martin Robinson. 'We thought: the friendlier a PRO got with Martin, the bigger a mention she would get. Then we realised that was too good to waste on staff,' says McSorley.
When asked what coverage a PRO could expect in return for going further than a snog with a Maxim reader, McSorley comes over all wholesome: 'No girl professional enough to have a career in PR would ever prostitute herself for, say, a bar of chocolate - we would be entering a pretty dark world if she did.'
Diary is not so sure. Check out how 'PR girl Melissa' gets on - in her endeavours to plug 'premier dog website' Dogcom - in next week's Maxim.