2 minutes with: Derek Harbinson, Editor, Maxim

The first issue of the mag under your editorship has just hit the shelves. What's changed?
The magazine has been completely redesigned because we felt the design was getting in the way of the editorial. It is now clearer and more modern, with a stronger emphasis on editorial.

Any new sections?
There is now a large front section called ‘Inbox' that covers what men need and want for that month. It features girls, cars and gadgets, and will be product-driven. There will also be interview slots and reviews, and it will be visual with large, glossy pictures.

Who do you target?
Males aged between 18 and 35. But our core readers will be smart men in their 20s with a broad range of tastes including women, gadgets and entertainment.

What do you want from PROs?
Maxim is unashamedly a mass-market magazine so we are looking for access to big-name celebrities, exclusives and product details - ideally with a benefit for our readers rather than just a specification. A product endorsed by a celebrity is likely to get more space. We are looking for things to entertain, something readers can laugh about and pass on to their friends.

What advice can you give PROs?
Know your product and get your facts right before calling. Recently, I had a call from a PRO asking to speak to an editor who was here three editors before me. Our address and telephone numbers are on our website, you shouldn't have to ask me.

How should PROs contact you?
By phone, because it feels more personal, but I'll often ask to be emailed as well, so a double-pronged attack is probably best. We want strong relationships between our journalists and PR executives because a good personal relationship leads to a better professional relationship.

Circulation 147,000
Lead-in six to eight weeks
Frequency monthly
E firstname_surname@dennis.co.uk

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