NEW YORK — While Keith Blanchard, editor in chief of Maxim, and Stephen Colvin, president of Dennis Publishing, Maxim’s parent, crowed about how the publication has "saved journalism," how its success "has caused great consternation in the magazine universe," and that other magazines have followed Maxim’s lead with sexy female cover images; eye-catching graphics; short text, and multiple entry points per page, it was the students at Columbia School of Journalism’s six-week publishing course Monday night who really got to the heart of the matter.

"Do you think your magazine has peaked?" asked one student. Blanchard responded that Maxim’s circulation is starting to level off, but they’re doing it intentionally and have curtailed direct mail pieces. Colvin explained they just can’t keep going back to advertisers and telling them the rate base has gone up, and they’re charging more. Maxim’s rate base is holding steady at 2.6 million. A page of advertising already costs $156,000, said Colvin.

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