Sex, sports, beer, gadgets, clothes, and fitness – Maxim Magazine’s winning formula has taken it from 175,000 readers in 1997 to 2.6 million readers today. It’s ad rate is higher than either GQ’s or Esquire’s, and an independent study found Maxim’s readers are older, more likely to be college-educated, and more affluent than GQ’s. “If GQ wants to cover ‘The Golden Age of Design’ and $1500 ties, that’s their business. We’re more interested in showing you how to cheat on your taxes, be better in bed, and build a working flame-thrower out of a cigarette lighter and a can of Binaca.” Now that’s information I could use!