Max Power (magazine)
Encyclopedia
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.
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 Powers 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.
, 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.
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.
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:
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
-based magazine
Magazine
Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...
, headquartered in Peterborough
Peterborough
Peterborough is a cathedral city and unitary authority area in the East of England, with an estimated population of in June 2007. For ceremonial purposes it is in the county of Cambridgeshire. Situated north of London, the city stands on the River Nene which flows into the North Sea...
, which covered the performance-tuning car market, boy racers and softcore pornography.
Launched in 1993 by EMAP
EMAP
Emap Limited is a British media company, specialising in the production of business-to-business magazines, and the organisation of business events and conferences...
, it was also published under license
Brand licensing
Licensing means renting or leasing of an intangible asset. Examples of intangible assets include a song , a character , a name or a brand . An arrangement to license a brand requires a licensing agreement...
in Greece
Greece
Greece , officially the Hellenic Republic , and historically Hellas or the Republic of Greece in English, is a country in southeastern Europe....
, Denmark
Denmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. Denmark...
, Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
, South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
, and in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
under the name ADDX. After EMAP acquired Petersen
Petersen
Petersen is a common Scandinavian patronymic surname, meaning "son of Peter". There are other spellings. Petersen may refer to:* Ted Petersen, American football player* Adolf Dahm-Petersen, Norwegian voice specialist...
in 2000, a U.S.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
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
Primedia
PRIMEDIA Inc. is privately held American media company fully owned by TPG Capital.Consumer Source Inc. is the sole operating division of PRIMEDIA and helps millions of consumers find apartments, houses for rent, and new homes for sale through its Internet, mobile, and print products...
, 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
In car entertainment
In-Car Entertainment, , is a collection of hardware devices installed into automobiles, or other forms of transportation, to provide audio and/or audio/visual entertainment, as well as automotive navigation systems...
(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
Fifth Gear
Fifth Gear is a motoring television magazine show from the United Kingdom. Originally shown on Channel 5, the show is currently presented by Tiff Needell, Vicki Butler-Henderson, Jason Plato, Jonny Smith and Ben Collins...
presenters Jonny Smith
Jonny Smith
Jonny Smith is a motoring journalist and television presenter. He is currently one of the presenters on motoring programme Fifth Gear. He first worked for a custom and vintage VW magazine, becoming the editor after three years. He went on to work for magazine publisher EMAP, where he wrote...
and Vicki Butler-Henderson
Vicki Butler-Henderson
Victoria "Vicki" Butler-Henderson is a racing driver and television presenter.-Biography:Butler-Henderson was born into a racing family. Her grandfather used to race a Frazer Nash at Brooklands, her father was in the British karting team and her brother Charlie is a racing driver. She has an older...
, 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
PORN
Porn is a common short form for pornography. It may also refer to:* Progressive outer retinal necrosis, a disease of the retina* PORN, a French industrial rock band...
. 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
Car tuning
Car tuning is both an industry and a hobby, in which an automobile is modified in order to improve its performance, handling and appearance. As most vehicles leave the factory set up for average driver expectations and average conditions, tuning has become a way to personalize the characteristics...
.
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 Powers 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 MotoristsInstitute of Advanced Motorists
The Institute of Advanced Motorists is a charity based in the United Kingdom and serving nine countries, whose objective is to improve car driving and motorcycle riding standards, and so enhance road safety, through the proper use of a system of car and motorcycle control based on Roadcraft...
, Adrian Flux Insurance Services, Honda and Ripspeed
Ripspeed
Ripspeed is a sub brand of Halfords, one of the leading automotive parts retailer in the United Kingdom. It began asan independent retailer in the 1970s, two decades later the business changed hands and was purchased in 1999 by Halfords, and operates as one of the five subsections of a store if it...
. 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
Infogrames
Infogrames Entertainment SA was an international French holding company headquartered in Paris, France. It was the owner of Atari, Inc., headquartered in New York City, U.S. and Atari Europe. It was founded in 1983 by Bruno Bonnell and Christophe Sapet using the proceeds from an introductory...
PS1 title C3 Racing
C3 Racing
C3 Racing is a racing game released in January 1999 by Infogrames. The game allows you to race in 11 locations around the world in a variety of sports cars. In each country there are three tracks to race on. The term C3 Racing stands for three C's; Car Constructors Championship...
was named Max Power Racing and branded to match the magazine.
In the 2005 Election
United Kingdom general election, 2005
The United Kingdom general election of 2005 was held on Thursday, 5 May 2005 to elect 646 members to the British House of Commons. The Labour Party under Tony Blair won its third consecutive victory, but with a majority of 66, reduced from 160....
, 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
- 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 DeggJakki DeggJakki Degg is an English glamour model and actress. While the bulk of her work has been done in England, she has appeared in American film and television, and has posed for posters and magazine pictorials.-Early life:...
- Lauren PopeLauren PopeLauren "Popey" Pope is an English glamour model, disc jockey, music producer and entrepreneur. She appears in the ITV2 show The Only Way Is Essex....
- Lucy PinderLucy PinderLucy Katherine Pinder is an English glamour model, from Winchester, Hampshire.-Modelling career:In the summer of 2003, Pinder was spotted by a freelance photographer while sunbathing on Bournemouth beach...
- Michelle Marsh
- Amy Green
- Kerri Parker
- Chantelle HoughtonChantelle HoughtonChantelle Vivien Houghton is an English glamour model and television personality. She was the first 'non-celebrity' to feature in the Channel 4 reality TV show Celebrity Big Brother in 2006....