Maxim Magazine Plans Cable TV Network: Report

Announcement of sale, cable plans follows Esquire Network's launch strategy taking a 180

Maxim Magazine may be headed to television.

The men’s magazine has been sold to a media group led by Calvin Darden, according to a report from the Wall Street Journal. The Darden Media Group aims to launch a Maxim-branded TV channel along with an indie music label with the well-known publication name.

Darden said he already has a distribution agreement locked down with a pay-TV operator, with two more on deck, and that he hopes to distribute the Maxim TV network to 35 million households by the end of 2013.

News arrives the same week that Esquire Network, the cabler deriving from Hearst men’s magazine Esquire, recalibrated its launch strategy, opting to take over NBCUniversal’s Style Network instead of G4.

Maxim has felt the pressure of dwindling magazine sales like the rest of its competitors in the publication industry, recently cutting back its yearly output from 12 to 10 issues.

Moving into the television arena offers new financial prospects for the brand, as advertisers continually try to reach young male demos, often considered elusive in the TV spectrum.

Should Maxim launch a TV network this year, it would join an ecosystem populated by the forthcoming Esquire Network, Spike TV and the now-saved G4. While the crop of men’s nets compete for the same gender, the tone of each cabler could remain distinct — G4 catering to a tech-savvy, fanboy crowd, and Esquire to modern, upscale males.

Spike TV and Maxim, however, could face brand overlap, as both appeal to heterosexual men with frat-friendly content. Spike TV has noted in recent months, though, that it intends to broaden its demos to include women, as shows including “Ink Master” have drawn both male and female viewers to the net.

More TV

  • Kobe Bryant's Death Mourned From Italy

    'Can This Really Be Your Last Post?': Kobe Bryant's Death Mourned From Italy to China

    NBA legend Kobe Bryant’s untimely death has had reverberations around the world, where fans from Italy to the Philippines have united in expressing their grief and honoring the late basketball player, who was one of the most global-facing athletes the league has ever produced. The coronavirus sweeping China momentarily relinquished its grasp on the nation [...]

  • Ray Romano guest stars "One Day

    TV News Roundup: 'One Day at a Time' Books Ray Romano

    In today’s TV news roundup, Ray Romano got a guest star gig on “One Day at a Time” and Freeform released the trailer for “The Thing About Harry.” FIRST LOOKS Freeform released a trailer for “The Thing About Harry,“ which premieres Feb. 15. The upcoming rom-com tells the story of high school enemies, “uber-jock” Harry [...]

  • Debbie Barak, Photo: Sonja Flemming/CBS©2015 CBS

    CBS Head of Business Operations Deborah Barak to Depart at End of 2020

    Deborah Barak, the president of business operations of CBS Entertainment, CBS Television Studios and CBS News since 2015 and a veteran of the company for well over three decades, will be exiting at the end of 2020. Barak’s exit is not related in any way to the recently closed ViacomCBS merger, a source familiar with [...]

  • Arrow -- "Fadeout" -- Image Number:

    How 'Arrow's' Series Finale Will Give 'Everyone a Satisfying Ending'

    As the CW’s “Arrow” prepares to sign off after eight seasons, the writers had a difficult balance to strike in the final episode: acknowledging the changes that have come to Earth Prime in the aftermath of the timeline-changing “Crisis on Infinite Earths” arc, wrapping up the characters from the mothership series and also leaving enough [...]

  • Awkwafina is Nora From Queens

    TV Ratings: 'Awkwafina is Nora From Queens' Scores Big Debut for Comedy Central

    Awkwafina’s incredible run of success continues, as the numbers for the debut of her new Comedy Central show make for more than pleasant reading. Episode 1 of “Awkwafina is Nora from Queens” has amassed 818,000 total viewers after three days of delayed viewing, which represents a healthy 67% boost from the Live+Same Day tally of [...]

  • Members of the music community lost

    Grammys' 'In Memoriam' Omits 'Dead' Lyricist, Prodigy Frontman; Misspells Names

    The Recording Academy’s “In Memoriam” section, which traditionally runs towards the end of the Grammy Awards ceremony and honors those in the music industry who died in the previous year, is bound to displease many — as the internet’s ire proves annually. Omissions are to blame: some due to time constraints, others to very recent [...]

More From Our Brands

Access exclusive content