Blanchard tops Maxim

Soutar ankles, returns to U.K.

Maxim, which injected a distinctly British blend of frank sex and unruly male humor into the American men’s magazine market, has lost its British editor-in-chief, Mike Soutar.

Soutar, who oversaw a rise in paid sales from 1 million to 2 million copies, will return to the U.K. as managing director of IPC Music and Sport Publishing Co. Effective June 12, he’ll be replaced by editor and creative director Keith Blanchard.

In an unusually cheeky release from Maxim parent company Dennis Publishing, one anonymous Maxim staffer was quoted as saying, “It takes an All-American male to edit the biggest All-American male lifestyle magazine in the world.”

Maybe so, but the Maxim franchise continues to increase its international reach. There are now foreign editions of Maxim in the U.K., Greece, Holland, Israel, Italy and South Africa. French, Turkish and Ukrainian editions will launch later this year.

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