Girl talk

I’m always trying to understand how successful magazines get and stay that way. Therefore, I appreciate this Boston Globe report on how the women who comprise 50% of the workforce at Maxim Magazine toil in their efforts to create what Adweek declared last month is “the hottest” (no pun intended) magazine in the land.

It may surprise some Maxim readers that its female staffers are proud of how they’ve kept “the whole enterprise from devolving into a tasteless frat-boy rag.”


…(Kim) Willis, the 31-year-old who started Maxim’s marketing department from scratch three years ago, says (the magazine is) not just about sex. It’s about connecting, relating, understanding. Of course, this being Maxim, she admits, they’d never sell it that way.

I have lots of pithy comments I’ll keep to myself.