Turns out the editors at Maxim were certain their ribald sexuality and explicit come-ons would succeed, because the dowager queen of women’s magazines, Helen Gurley Brown, had already blazed the trail. From Maureen Dowd’s NYT magazine article, “What’s a modern girl to do?“:

“Oddly enough, Felix Dennis, who created the top-selling Maxim, said he stole his “us against the world” lad-magazine attitude from women’s magazines like Cosmo. Just as women didn’t mind losing Cosmo’s prestigious fiction as the magazine got raunchier, plenty of guys were happy to lose the literary pretensions of venerable men’s magazines and embrace simple-minded gender stereotypes, like the Maxim manifesto instructing women, “If we see you in the morning and night, why call us at work?”

Jessica Simpson and Eva Longoria move seamlessly from showing their curves on the covers of Cosmo and Glamour to Maxim, which dubbed Simpson “America’s favorite ball and chain!” In the summer of 2005, both British GQ and FHM featured Pamela Anderson busting out of their covers. (”I think of my breasts as props,” she told FHM.)

A lot of women now want to be Maxim babes as much as men want Maxim babes. So women have moved from fighting objectification to seeking it. “I have been surprised,” Maxim’s editor, Ed Needham, confessed to me, “to find that a lot of women would want to be somehow validated as a Maxim girl type, that they’d like to be thought of as hot and would like their boyfriends to take pictures of them or make comments about them that mirror the Maxim representation of a woman, the Pamela Anderson sort of brand. That, to me, is kind of extraordinary.”

The luscious babes on the cover of Maxim were supposed to be men’s fantasy guilty pleasures, after all, not their real life-affirming girlfriends.”

Fellow men, may I just refer you to this best-of post from Craigslist: A letter from the Porn Stars of America.