Maximizing The Brand

According to Money, Maxim magazine is getting in to tthe night club business.

With a radio station on satellite radio carrier Sirius and a number of consumer products such as bedding on the market, creating a nightclub with the Maxim brand was a natural progression, Stephen Colvin, the chief executive of Dennis Publishing, Maxim’s publisher, told the paper.

“We feel that we have an understanding of how to translate the Maxim brand into a club or lounge experience,” Colvin said in the Times interview.
Maxim currently has a paid circulation of 2.5 million readers and its typical reader is a 27-year old, with a preference for tequila and playing pool, according to the report.
To help get the project off the ground, Maxim will rely on Rande and Scott Gerber, famed club owners, who currently operate the Stone Rose at the Time Warner Center in New York City.
Maxim and the Gerbers are looking at Miami, Los Angeles, Las Vegas and New York as potential sites for the branded clubs, but no target has been set for the number of clubs that will open.