It doesn’t much matter to the average male magazine reader that Esquire won four Ellie awards last month. What does matter are near naked women and that’s what Maxim and FHM deliver. Even as the GQ’s and Esquire’s try to spice up their offerings, they are no match for the dramatic growth Maxim and FHM have seen recently. The Spring 2004 MRI study puts Maxim’s audience at 12.8 million and FHM’s at 4.3 million – both very healthy when compared to GQ or Esquire. The new new is nudity. Simple.
