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Written by Lisa Tolin - asap
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Wednesday, 05 April 2006 |
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Maxim wants to get you between the sheets. Sorry, guys, no busty babes included.
The lad mag has branded a line of bedding to lure bachelors everywhere into the Maxim way of life. But if you’re thinking satin sheets, you’re wrong -- this is more Martha Stewart than Hugh Heffner. At a launch party in the rather sedate, fluorescent-lit bedding department of Macy’s, Seth Myers and Jason Sudeikis of “Saturday Night Live” were making the rounds. Were they expecting hot babes?
“I was just happy to hear bedding. You know, you reach a certain age, bedding replaces hot babes,” Myers said. “Hot babes at this point are a hurdle.” The sheets and duvets are made of cotton and polyester and come in manly shades of blue, green and taupe (is it manly to say taupe? Never mind.)
The magazine is also branching into barware and furniture, free of logos and other overt branding. Any similarity to Martha Stewart is not entirely coincidental — Maxim bedding was the brainchild of Barry Pincus, Director of Brand Development for Dennis Publishing and the former CFO of Martha Stewart Living. “It became very clear to me that Maxim — this sounds weird — it’s kind of like Martha Stewart for a different demographic,” Pincus said. “We are a lifestyles brand just the way Martha’s a lifestyles brand. We’re just aimed at different folks.”
And what is the Maxim lifestyle? “I think it’s young, it’s cool, it’s cutting edge, but it’s not necessarily the trendiest thing,” Pincus said. “It clearly appeals to women. It’s male friendly, but it treats women well.” Maxim calls itself the No. 1 “men’s lifestyle magazine.” Some call it “porn lite.” The latest issue features more than 50 pictures of scantily clad women, not including the ads. So the question becomes: Might a woman be put off by a Maxim bed?
Might she think you’re a bit of a — how to put it gently — wanker? “Is this the British press?” Myers responded. “I will not do British press.” Myers and Sudeikis insist they like Maxim for the articles. Yes, there are semi-nude starlets on the cover. But that’s true of almost every men’s magazine.
“If not, it’s a super hot dude,” Myers said. “Oh hey, it’s Matthew Fox in a wet T-shirt. Because he’s ‘Lost.’ He found a water fountain, evidently.” I asked Lemnis Acevedo, a 21-year-old who works in the neighboring department for Charter Club bedding, what she would think of a man with Maxim sheets. “I like it for bachelors,” she said. “It’s classy.” Sur Andre B. Lexon, 31, of South Africa, figured his bed won’t make much of a difference: “If she wants to kick it with you, she will do it without the bedding. She will do it on the floor.”
But who cares what the guys think. What about the people they really want to hear from? That’s right, the ladies browsing through women’s lingerie? Tabitha Yoon, 26, made a face. “I don’t think I would date a guy like that,” she said. “Too provocative for me.” | Only registered users can write comments.
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