One cannot be sure if this vague statement refers directly to readership or sales. Maxim certainly adopts a bigger format than the South African magazine standard. South African men are becoming spoiled for choice with a number of specialist publications and a couple of general lifestyle packages already available. If the content of Maxim is anything to go by, then the most important thing in men's lives is sex. For which women are preferred.
Women are everywhere for the man with a keen eye.
Every man's fantasy. In the first issue of Maxim, Wonderbra model Caprice poses in underwear, swimsuits and electric tape - her strategic bits always covered. The aim here is mere public titillation. For all things private men should refer to soft porn rags. The men who read Maxim aren't that sleazy.