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Maxim's Top Lad Toppled   All Biases Are Not Created Equal
Aug 23 2007 5:59PM EDT

This One Goes To Eleven

clive-owen-details-magazine.jpg
"Is Details nearly done?" wondered Gawker in June. And if it was worth asking then, how much more so now, with Jane shuttered, in-house rival Men's Vogue revving its frequency to 10 times a year, and with No. 2 editor Bill Van Parys leaving without another job lined up? (That last bit isn't yet official.)

But while the pessimists may win most of the bets in the magazine industry these days, they'll have to wait a bit longer to collect on this one. It turns out that Details is doing well enough on the advertising front that it's adding an 11th issue to catch the overflow. The "holiday" edition will appear between the November and December issues, but resemble a regular monthly installment in all other ways, says editor in chief Dan Peres.

"We decided to give it a shot and see how it worked, see how it sold," says Peres. "And as I understand it the market is responding quite well."

Gawker's speculation notwithstanding, I'm told Details, unlike Jane, is profitable—which makes sense, since it carried more than 1,200 ad pages last year. (Conde Nast's rule-of-thumb benchmark for profitability is 1,000 pages.)

As for Van Parys, he's being replaced by Maxim vet Greg Williams, who's been around for the past few months as deputy editor.

And Peres is getting a new addition of another sort: He and his wife, actress Sarah Wynter, are expecting their first child early next year.

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