Shop.Maxim will feature products appearing in Maxim Magazine, on Maxim.com, Maxim-branded and licensed merchandise, as well other items all geared towards Maxim’s core demo of 18-34 year old men. Along with the ecommerce site, Delivery Agent–via its SeenON! platform–will also be launching a shopping-enabled video player as well as online auctions within the shop.maxim.com site. Delivery Agent will in turn showcase a targeted selection of products that appear in the monthly Maxim print publication.

“Maxim provides millions of men with early access to the hottest products in the marketplace, across multiple media platforms” said Russell Kern, director of business development at Dennis Digital, in a statement. “With the Shop.Maxim destination, we are now presenting our audience with a direct mechanism to purchase those same products.”

Delivery Agent CEO Mike Fitzsimmon adds, “To our knowledge, MAXIM is the first and only major print and online publisher to develop highly interactive commerce offerings driven by their content. This unique and evolving business model is a perfect complement to our own views on the manner in which to increase revenue for our clients by expanding both commerce and sponsorship opportunities, which are equally important vehicles for advertisers.”

According to the release, the Maxim WAP site, which was developed with mobile marketing firm Starcut, will feature daily videos, jokes, photos, and entertainment, and is specifically designed for mobile phones–accessible from, and supported by, all makes and models of Web-enabled mobile devices.

“The Maxim mobile web site enables guys to get their fill of our entertainment ‘bites’ anytime, anywhere,” said Russell Kern, director of business development for Dennis Digital, in a statement. “We recognize that the mobile web is still in the early stages here in the U.S., however, the Maxim audience leads the way in new technology adoption.”

Users can access the Maxim mobile site by either typing in mobile.Maxim.com onto their cell phone browsers or text keyword WAP to shortcode MAXIM (62946) to receive a text link on their cell phones. In addition, the Maxim WAP site will be promoted in Maxim’s print magazine and its web destination Maxim.com. The portal will allow users to enter their cell phone number, which will generate a text message creating a passageway for them to directly access the mobile site.

According to Dennis Digital, BK is the first of several sponsors in talks to commit sponsorship to the Maxim WAP site effective in 2007.

But what exactly are men doing online, what are their daily rituals in cyberspace and what implications does this serve for advertisers and content providers? To delve further, ADOTAS recently conducted a survey with our readership that not only constituted 18-34-year olds, but all of our male subscribers in general.

But while the results at hand provide some useable metrics to help advertisers better discern men’s Web habits, we decided for part 1 of our “Marketing to Men Online” series to first get some overall analysis and outside perspective from one of the foremost authorities on this demographic, Todd Anderman, President of Dennis Digital, home to Maxim Online, Stuff Online, Blender.com and TheWeekMagazine.com—the Web counterparts of arguably the most successful men’s lifestyle publications in circulation.

Anderman sheds a little insight into Dennis’ point-of-view of how men are interacting with properties like Maxim.com, the built-in ad executions found throughout the site, and the trends facing this marketplace.

Following our Q+A with Anderman and our upcoming survey results, ADOTAS will continue to break down specific parts in our questionnaire, as well as male behavioral patterns and the advertising prospects that follow with this ongoing series. In November, we will probe specific ad networks that our survey was run across and get their analysis, while also studying some of the niche verticals that continue to lure the male demographic and get their take on the numbers.

Hi Todd, Your core demographic is obviously 18-34. So, what are they doing online?

What we see these guys a lot of times doing is looking in a few different areas. There’s entertainment, there’s sports. Now with us, it’s more of an irreverent take on sports. You’re not going to go to Maxim.com to find out who won [the game]. So, there is the entertainment, there is the sports, there’s humor, which they’re going after, obviously video, photo, really a whole host of different areas.

But what we’re finding is that these guys who are coming want that quick break in their day to be entertained. The spike traffic timeframes are during the working hours, so we’re getting people who are coming over for kind of that water cooler moment: make me laugh, entertain me, tell me a joke, let me see a good video. I’m sure you’re not surprised by what I’m saying. I’m just trying to give you a little background.

But one of the things that we’ve had a lot of success with recently are creating lists. So for example, we did a list last week which was “TV’s sexiest news anchors”. We’ve done “craziest NASCAR trophies”, we’ve had the “worst last roles of otherwise great actors”. Now we’re doing actresses at their hottest, things like that. These seem to be really resonating out there, so it is that irreverent take on pop culture.

Last year, over 5.8 million units of Maxim mobile product were sold across major North American carriers, including Maxim wallpapers. The extended partnership will drive a wide array of new mobile products that include a Maxim Video Channel, two new mobile games, and additional personalization, messaging, and information products for Blender and Stuff. Dennis publishing will also offer cross-platform media support in its magazine pages and on its web sites.

“When we first entered the mobile space in 2002, we were excited about the potential of the wireless world,” said Todd Anderman, President of Dennis Digital. “Over the past four years, Airborne helped us turn that potential into a reality for Maxim. We are now entering the next phase of our relationship and together we will be producing some of the most innovative mobile content in the marketplace for all Dennis Digital brands.”

“The continuation of this deal comes at the best of times,” added Andy Nulman, President of Airborne. “The industry is reaching a critical mass, we have more access to, and more ideas for Maxim mobile content than ever before. Most importantly, both Airborne and Dennis have become increasingly savvy as per how to market it.”