Max Power (magazine)

Max Power

Frequency	Monthly
First issue	May 1993
Final issue	January 2011
Company	Bauer
Country	United Kingdom
Website	(now closed)

Max Power was a UK-based magazine, headquartered in Peterborough, which covered the performance-tuning car market, boy racers and softcore pornography.

Launched in 1993 by EMAP, it was also published under license 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 based on its existing title MaxSpeed and featuring cars from America and the UK. This ceased publication in 2001 when EMAP sold its U.S. arm to Primedia, but lives on as Euro Tuner.

The magazine was the first to feature cruises and the more notorious side of the modified car scene, as well as being instrumental in introducing UK readers to Japanese and American car culture. Feature cars were heavily customised, including powerful in car entertainment (ICE) systems, custom body-work and performance-focussed changes to the chassis and engine. The format would also go on influence other magazines including Fast Car, and the now defunct Revs and Redline.

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

Criticisms

Max Power quickly became notorious for its outspoken attitude to motoring issues, and one of its main criticisms was its promotion of unauthorised cruise events. The magazine had a rating system that scored these in several areas including the size of the police presence, the behaviour/attractiveness of the girls and the number of "burnouts" performed.

The magazine also occasionally campaigned against the presence of speed cameras and elderly drivers, and despite disclaimers was often criticised for printing articles about dangerous driving on public roads, including drifting and exceeding 200mph on the A1. 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. The 2007 relaunch was aimed at reversing this criticism, but glamour shoots were reintroduced towards the end of its life.

Its laddishness meant it was also seen as non-serious by enthusiasts who prefer to solely focus on the engine/handling modification side of car tuning.

Max Power went through various changes in its editorial visions, resulting in some readers criticising the magazine for losing its way. Mark Guest was unable to revive Max Power's fortunes due to an audience which was increasingly moving online, decreased consumer spending during the 2009 recession and 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.

Other Ventures

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.

The title also had its own annual modified car show, Max Power Live - attendance figures peaked in excess of 50,000, but it was cancelled from 2007 onwards.

In the UK, Infogrames PS1 title C3 Racing was named Max Power Racing and branded to match the magazine.

In the 2005 Election, staff member Dan Anslow was put forward as a candidate for the Southend West constituency.

Closure

In November 2010, Bauer announced it was suspending the magazine and website. Its circulation had fallen from 237,894 to 20,589 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, but Bauer said it "intends to keep the Max Power brand alive in the future with a series of “one shots” and special issues". To date, none have been released.

Editorial Staff

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

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