Word: editor
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Dates: during 2000-2000
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...most glaring ratification of Maxim's success came last spring, when the Conde Nast magazine empire brought in Golin to edit the archrival young-men's magazine Details. So it was all the more stunning when last Monday, less than a year into the hot editor's tenure, Conde Nast president Steve Florio told a hastily convened Details staff to clean out their desks by Friday, confounding staff members who believed they had over a year more to raise circulation from around 540,000 to the estimated 700,000 to 800,000 that Details needed to be viable. Says just...
...needs big cojones to stay on top in the vicious field of men's-magazine editing today. More important, he needs big hooters. Mark Golin had both. As editor of Maxim, founded in 1997, he audaciously jettisoned the literary pretense and fashion froufrou of traditional men's mags, hanging a promise of SEX--SPORTS--BEER on the cover like a neon sign on a strip club. There were dirty jokes, a winking attitude and girls, girls, girls, proffering their ample bosoms in bikini tops and less. Shockingly, young men showed up in droves. "Maxim came...
...culture today.) And the publisher, known for such upscale glossies as Vogue, GQ and Gourmet, was inflamed by Maxim's voluptuous numbers but too squeamish--and fearful of losing high-end advertisers--to bare all. "We learned that we are an upmarket publisher," says Truman. Or, as a former editor puts it, "they couldn't fully embrace the gutter." The schizo result--skin on the cover, earnest advice articles on the inside-- satisfied hardly anyone: Maxim readers, old pop-culture-conscious Details readers or advertisers. Ad pages and newsstand sales fell, and with them...
...newly acquired sister company, Fairchild, which publishes W and Jane. Meanwhile, Maxim, its circulation more than 1.6 million, is the undisputed frat-house president, and it's doubtful anyone can challenge it without embracing the mammarian flat-out. "When Mark and I were at Maxim," says erstwhile Details executive editor Bill Shapiro, "our whole mission in life was to destroy Details, to eat Details for lunch." Mission accomplished, guys...
...improving success rate is bolstering the case for biotech. "More than half of all new drugs approved today are coming out of the biotech sector," says Jim McCamant, editor of the Medical Technology Stock Letter in Berkeley, Calif. Some 350 biotech products are in trials, and more than 100 are on the market. Among recent blockbusters: Herceptin, a breast-cancer treatment from Genentech, and Enbrel, an arthritis medication from Immunex. Yet a few standouts hardly guarantee the success of an entire industry. That's where gene mapping becomes critical...