MAXIM is the most widely read men's magazine in Russia. Unlike most magazines that promote a particular lifestyle, MAXIM promotes rather a style of thought - a specific intelligent-philosophical-mischievous view of the world around us. Formally, the range of interests of the magazine is standard for men's publications (women, cars, careers, sex, sports, etc.), but the way these materials are submitted to MAXIM always remains authorial and non-trivial.