MAXIM reaches more men aged 18-34 than any other men's magazine, yet some advertisers saw the magazine as frat boy fodder. This association made MAXIM unfit for these advertisers trying to reach the broader target. We needed to show the world that MAXIM is more than a laddy magazine; it's an icon for guy culture, an authority on this demographic that cannot be ignored. To prove it, we identified a problem MAXIM seemed primed to solve: the deterioration of Man (or “Mantropy”) due to the advent of political correctness and metrosexuality. So, we changed MAXIM's tagline to “Man's Natural Habitat” and began the backlash against this societal trend.

On November 1, wild postings and brochures identifying signs of Mantropy blanketed major cities. On November 8, we wrote and filed a petition to list Man as an endangered species and distributed copies to our target audience (media planners) in complimentary copies of MAXIM's December issue. On January 24, we launched EndangeredMan.com. Email blasts went out with this hyperlink and a note from Ed Needham, Editor-in-Chief, asking people to join the fight to save Man from extinction. MantropyControl.com, a site housing MAXIM Ranger web films launches in early April. These Rangers help save men suffering from Mantropy.