Word: maximalism
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...Maxim left a pile of bullet-ridden corpses of competing magazines and spawned such raunchy followers as FHM, which, like Maxim, tried to Americanize the British "lad mag." But the 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...
...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...
...rethinking Details, Golin and Conde Nast fatally tried to imitate Maxim without imitating Maxim. Golin, along with a crew imported from his former magazine, went counter to his sleaze-master typecasting, adding un-Maxim-like service articles on money and career. To stave off the lad mags, he also sexed up covers with screaming tag lines--NUDE YEAR'S EVE--and skin. "Yes, we had women on our cover," he says. "But for the most part, they weren't leaning forward; we weren't picking them for their breast size." (Such is the definition of classiness in guy culture today...
...sensibility. It was a clash between rival ideas of manhood. Men's mags have slavered over women before--remember Vargas girls?--but with an affect of gentlemen's-club exclusivity. Young men turned to them as tutors in the mysteries of manhood. Today youths prefer populist outlets like Maxim and TV's The Man Show, which toast an uncomplicated guy-hood. Details, finally, didn't party hard enough...
...Knights, behind the screaming theatrics of fiery outside hitter Maxim Auguste, cruised to a 15-9 win in the second game...