New Men's Magazines

Long considered untouchable, men’s monthlies such as Dennis Pub- lishing’s Maxim Magazine and Stuff Magazine and Emap’s FHM Magazine cruised through the late 1990s and early 2000s by offering up a healthy dose of their trademark “beer and babes” formula. And few other titles targeting young guys came up with anything viable to challenge them.

But now, as Maxim Magazine and Stuff Magazine in particular are seeing their circulations plateau, a new generation of publications are preparing to take them on.

Two new titles—Time Inc.’s Office-Pirates.com, which launched last week, and Hachette Filipacchi Media’s Shock Magazine, which is due out May 31—will offer content online and in a weekly print magazine, respectively.