Maxim has dared to create a new landmark by taking the cover price to Rs 150 for the ‘Hot Summer Special’ May issue. The issue is special because pop star Christina Aguilera has shot for the Maxim India cover wearing almost nothing at all. The issue also comes with a free CD of Yana Gupta’s backstage shoot video in special packaging.
Piyush Sharma, CEO and Publisher, Media Transasia, said, “The reason for taking the cover price to Rs 150 for this issue is that we had done a Mallika Sherawat backstage video in the April issue. We received such a huge response that we ran short of copies. This issue we are increasing the price but we are also giving out a free CD of Yana Gupta’s backstage shoot video in special packaging. Also, we have Christina Aguilera on the cover wearing virtually nothing at all.”
He further explained that they were just testing the market by giving a CD along with the Maxim magazine. “Depending on the response we get, we will decide whether to raise the price of the magazine to Rs 150. But right now, it is too early to comment,” he said.
Sharma added, “With this issue, Maxim has launched its first Reader Engagement Programme where one of the lucky readers will have the chance to go on a date with Miss Maxim India 2006, Donna Catherine, by entering a simple contest.”
About future plans and investments, Sharma said, “We are putting in a lot of money in events. We are organising ‘It’s good to be bad Maxim party’ that will be held in Delhi on May 4. We will also be doing a lot of trade promotions and marketing initiatives in the coming months.”