Max Power (magazine)

Max Power

Frequency	Monthly
Final issue	January 2011
Company	Bauer
Country	United Kingdom
Website	Max Power official website

Max Power was a UK-based magazine, headquartered in Peterborough, covering the performance-tuning car market, boy racers and softcore pornography 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 2000, 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 its sister magazine, Super Street.

The magazines catered to owners and admirers of modified, customised and performance cars by featuring examples of modified and performance cars from around the world. It also covered modified car events around the world where owners can exchange advice and display their own cars. Glamour model photoshoots have been a staple for the magazine.

Former staff members include Fifth Gear presenters Jonny Smith and Vicki Butler-Henderson, who was one of the original staff in 1993.

Max Power Live was a modified car show in the UK taking place each summer; attendance figures peaked in excess of 50,000. The event was cancelled from 2007 onwards.

In November 2010, Bauer announced it was suspending the magazine and website. Its circulation had fallen from 237,894 ^[1] to 20,589 ^[2] according to the Audit Bureau of Circulations (UK) amid tough market conditions and a digital-savvy audience.

The final monthly magazine was released in January 2011^{[dated info]},^[3] but Bauer "intends to keep the Max Power brand alive in the future with a series of “one shots” and special issues" ^[4].

Criticisms

At the magazine's beginning it was aimed to appeal to enthusiasts and young lads with a passion for modifying; later referred to as 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, custom body-work and other modifications which could make daily driving impractical. It would also go on influence other boy racer magazines including the long running Fast Car and Redline

The magazine was widely criticised for promoting unauthorised cruise events; the magazine had a rating system that scored in several areas including when a large police presence is at the event.

Max Power occasionally campaigned against the presence of speed cameras, and was criticised for an article it featured in 2002 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.

The magazine is widely regarded as non-serious 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 with a cross section of cars being featured.

Another critcisim, despite being not the first magazine to do so, is due to a large content of half naked women the publication is often referred to as bottom-shelf porn. However this issue has been addressed with the recent relaunch in 2007.

Throughout its print, Max Power have campaigned against elderly drivers, labelled as "coffin dodgers", stating that "they are a danger to our roads".

Max Power went through various changes in its editorial visions, resulting in the magazine losing what it was originally about. Mark Guest, was unable to revive Max Power's fortunes due to market changes and constant budget cutting. He was the last editor of Max Power and like Edward John Smith, the captain of the Titanic, Max Power was doomed to his fate, due to a lack of willingness from the publisher to move with the times, lack of funds and over ambitious targets from the publisher. Max Power eventually closed its doors in February 2011 after bringing out a special edition of the magazine to mark its production from 1993-2011.

It is rumoured that a special one off magazine each year will be made to keep the Max Power brand alive, however, with Bauer's pursuit of Top Gear Magazine this is highly unlikely, leaving Max Power to the memories of those who loved to "arse around in cars."

Advanced Driving Scheme

Max Power started the Max Driver advanced driving scheme in 2006 in conjunction with: the Institute of Advanced Motorists, Adrian Flux Insurance Services, 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.

Editorial Staff

• Mark Guest - Editor
• Nick Thackray - Art Editor
• Ben Hackney - Production Editor
• Alex Grant - Consumer Writer
• Mark Riccioni - Staff Writer
• Jason Aughton - Website Developer

Notable Max Power staffers:

Vicky Butler-Henderson, John Sootheran, Nigel Grimshaw, Jonny Smith, Roger Payne, Andy Mills, Graham Steed, Andy "Fly" Tipping, Paul Lang, Lee McAteer, Daniel Sherwood, Dan Anslow, Richard Beach, Ben Barry, Neil Hunt, Andy Shipley, Max Paterson, Jonathan Coull, Paul Stratton, Proby (Jon Walsh).

Notable Max Power Babes:

• Katie Price aka Jordan
• Jakki Degg
• Lauren Pope
• Lucy Pinder
• Michelle Marsh
• Amy Green
• Kerri Parker
• Chantelle Houghton

References

1. ^ 20 February 2003, 12:00am (2003-02-20). "ABC FIGURES BRIEF: Emap's Max Power achieves best performance - Media news". Media Week. http://www.mediaweek.co.uk/news/170919/ABC-FIGURES-BRIEF-Emaps-Max-Power-achieves-best-performance/. Retrieved 2011-01-30. 
2. ^ Daniel Farey-Jones (2010-11-15). "Bauer takes Max Power off the road - Media news". Media Week. http://www.mediaweek.co.uk/news/1040963/Bauer-takes-Max-Power-off-road/. Retrieved 2011-01-30. 
3. ^ Max Power ceases publication http://speedhunters.com/archive/2010/11/12/news-gt-gt-publisher-suspends-max-power-magazine.aspx
4. ^ "Max Power Announcement". Bauer Media. 2011-01-12. http://www.bauermedia.co.uk/Press-Office/News/Max-Power-Announcement/. Retrieved 2011-01-30. 

External links

• Max Power UK website (Official website)
• Max Driver website