Instead, they try to be a trusted friend, a place for guys to get some good laughs and good information. My father didn't know where the diapers were kept. My grandfather didn't have to be a good husband. The rules have changed. Hence, the focus on service pieces - how to do things better, even if many of them involve beer.
Guys have a sense of relief when they get to Maxim.
Now Maxim's ad rate is higher than either GQ's or Esquire's, while an independent study found Maxim's readers are older, more likely to be college-educated, and more affluent than GQ's. Blanchard sees that as a triumph of the Maxim way. Critics see Maxim somewhat differently, as a symbol of the dumbing down of the American male. A recent issue featured a multipage exclusive on the last hours of the doomed Russian submarine, the Kursk. A previous article looked at police corruption in Los Angeles.