Max Power (magazine)

Max Power
Frequency Monthly
Final issue January 2011
Company Bauer
Country United Kingdom 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].

Contents

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

External links


Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Max Power — can refer to: The maximum power setting of an engine or electrical device such as a hair dryer. A pseudonym taken by the fictional character Homer Simpson in The Simpsons episode Homer to the Max . A UK motoring magazine, see Max Power (magazine) …   Wikipedia

  • Max Power Racing — is a racing game created in January 1999 by Infogrames. Based on the exploits of the magazine of the same name, the game allows you to race in 11 locations around the world (ranging from the USA to Indonesia), in a variety of sports cars, ranging …   Wikipedia

  • Max Keiser — in a London taxi Born Timothy Maxwell Keiser January 23, 1960 (1960 01 23) (age 51) Education NYU …   Wikipedia

  • Max Ephraim Jr — Max Ephraim, Jr. was an American railroad mechanical engineer who helped shaped the transition from steam powered to diesel electric locomotives during the 1950 s. Contents 1 Early Life 2 Electro Motive and marriage 3 Ensign Ephraim, US Navy… …   Wikipedia

  • Max Miller (musician) — Chicago Pianist/Vibraphonist Max Miller (Nov. 17, 1911 Nov. 13, 1985). Studs Terkel called him The Angry Man of Jazz , saying that he demanded rather than coaxed certain sounds from his instruments. The legendary John H. Hammond called him an… …   Wikipedia

  • Max Headroom (TV series) — Max Headroom Max Headroom doing a promotion for Cinemax Genre Science fiction Drama Created by Annabel J …   Wikipedia

  • Max Boot — (2007) Born 1969 Moscow Occupation Writer, Historian Nationality American Sub …   Wikipedia

  • Max Clifford — Clifford at the Institute of Fundraising National Convention in 2011 Born Maxwell Frank Clifford 6 April 1943 (1943 04 06 …   Wikipedia

  • Max Baucus — Max S. Baucus United States Senator from Montana Incumbent Assumed office December 15, 1978 Serving with Jo …   Wikipedia

  • Max Lugavere — (born 1982 in New York City) is American television personality, filmmaker, gonzo journalist, musician, and founding producer/host for Current TV, the Emmy winning youth oriented lifestyle cable network started by former U.S. Vice President Al… …   Wikipedia


Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

We are using cookies for the best presentation of our site. Continuing to use this site, you agree with this.