maxim gets sophisticated as young lads have discovered that they can now get off on free porn on the web

-BY MARTY Maxim, once known for its raunchy covers and skin lined pages has turned down the heat a bit with the December issue. Having exhausted the whole skin craze in the late 90's Maxim wanted to show a little class by going back to its roots under its new owners at Alpha Media, or so says Editorial Director Jim Kaminsky. If you ask us, its now a straight version of GQ and Details. The new look graces the December issue, whose cover features a La Perla-clad Sarah Michelle Gellar. “The 25- to 26-year-old is a whole lot smarter than he was 10 years ago. The magazine has to be a little more sophisticated than it was when I was here,” said Kaminsky, who was executive editor of Maxim during its glory years of 1999 to 2002.The classier update (December’s style how-to advises on formal wear) hopes Rob Gregory, Maxim group publisher, will help the magazine with high-end fashion and auto advertisers. Ad pages are flat for ’07 owing to advertiser pullback related to the title’s sale, along with softness in automotive, although Gregory said clients are coming back. New clients in December include Diesel and Zune. Maxim Unveils a New Look [MediaWeek]