Max Power (magazine)
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Max Power is a UK-based magazine covering the performance tuning car market, launched in 1993 by EMAP. It is also published in Greece, Denmark, Norway, South Africa, and in France under the name ADDX. After EMAP acquired Petersen in 1999, a U.S. edition was published which featured cars from America as well as articles from the UK stablemate. This version ceased publication the same year when the publisher sold its U.S. arm to Primedia, having fared poorly in competition with Super Street magazine.
The term slang for automobile performance tuning "Maxing" is derived from Max Power magazine where a modified car was said to be 'Maxed' and modifiers featured in the magazine known as 'Maxers'. The whole automotive aftermarket has also picked up on the slang, often being referred to as the "maxing" market.
The magazines caters to all owners and admirers of modified, customised and performance cars by highlighting the best examples of modified and performance cars from around the world. It also covers modified car events around the world where owners can exchange advice and display their own cars. Glamour models, called as babes, were an element of the magazine pre-its 2007 relaunch, and contributed greatly to its appeal and huge sales figures. However, with a change of modifiers attitudes and aspirations, Max Power has changed to reflect these desires and has removed the "glamour girl" content completely.
Max Power Live was a popular tuning show in the UK taking place each summer, attracting in excess of 20,000 enthusiasts from all over the world. However, with the relaunch of the magazine, the show was cancelled as it was felt it no longer accurately reflected the brand.
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[edit] Criticisms
AT the magazine's beginnings it was aimed to appeal to a demographic known as the "boy racers". The magazine was the first to feature cruises and the more notorious side of the modified car scene. Features cars often sported in car entertainment (ICE) systems that take up the majority of boot space, high horsepower and other modifications which could make daily driving impractical. It would also influence other boy racer magazines including the long running Fast Car and Redline
The magazine was widely criticised for promoting unauthorised cruise events which the magazine had a rating system that score highly when a large police presence is at the event.
Max Power occasionally campaigns against the presence of speed cameras, and was criticised for an article it featured over 5 years ago which encouraged vandalism of GATSO cameras. Entitled GATSO Terror Squad, the article depicted two balaclava wearing readers dressing up cameras. Despite disclaimers, the magazines often prints articles about dangerous driving on public roads.
Where once the magazine catered to the growing market for cars with heavy exterior and interior modifications, the shift in readers interests has forced a change in editorial content for Max Power. The magazine now regularly features everything from manufacturer concept cars, tuning company demo cars, owners and readers cars, and also highlights the trends and scenes that are constantly springing up in car communities across the globe.
The editorial tone of the magazine is that of an intelligent enthusiast, that effortlessly tells the situation how it is, relaying information to the reader in a non-condescending, easy to understand and exciting way - putting the reader right into the heart of the action and giving them all the information they need.
Where it was once widely regarded as a joke by enthusiasts who prefer to solely focus on the engine/handling modification side of car tuning, the editorial change is designed to bring the magazine back to its performance inspired roots, but with an inspiring and informative wealth and cross section of cars being featured.
The other joke about the magazine is despite being not the first to do so, as used to feature a large content of half naked women, and tended to be referred to as bottom-shelf porn. However this issue has been addressed with the recent relaunch in 2007.
[edit] Initiatives and Recent Changes for 2007
Spearheaded by acting editor Rich Beach, a respected writer with a proven track record in motorcycling and extreme sports journalism, Max Power Recently changed the look and content of the magazine and taking the naked women, chav and boy racer element out, focusing more on providing the best and most original modified and performance cars and scenes from across the world. This is hoped to appeal to the new wave of young car enthusiasts that are looking for an intelligent and original car magazine for all kinds of automobilia, and attract more people back who lost interest in the magazine. They have also added a lot more originality to modifying and added a lot more buying guides for modifiers, including new car tests and product guides and tests.
Max Power in 2006 started the Max Driver advanced driving scheme, in conjunction with the Institute of Advanced Motorists, Adrian Flux Insurance, Honda and Ripspeed. It was designed to offer young, inexperienced drivers the chance of professional tuition in handling their cars responsibly. Those who pass are guaranteed at least 25% discount on their insurance by Adrian Flux.
[edit] Editorial Staff
- Mark Guest - Editor
- Lee McAteer - Production Editor
- Dan Sherwood - Features Editor
- Mat Gallagher - Consumer Editor
- Mark Riccioni - Staff Writer
- Nick Thackray - Art Editor
- Andrew Baxter - Website Editor
- Jason Aughton - Website Developer
[edit] See also
[edit] External links
- Max Power UK website (Official website)
- Max Driver website
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