I am sure it is just a coincidence, but another website has had a revamp within days of the launch of the Fundy Post blog: the Maxim Institute. The makeover is more Monster Garage than What Not To Wear: huge amounts of useless verbiage have been thrown out to create a new image. New Maxim is caring and sharing, working "towards a more just, free and compassionate New Zealand." Old Maxim talked about Family and fretted about Maori spirituality. New Maxim is not afraid to talk about whanau. Everything has gone green as well: On the What We Value page is the statement:
Each generation is responsible for protecting and sustaining the earth’s natural resources, while cultivating them to enhance people’s lives and the lives of those to come.
Before you start cutting off your dreadlocks and signing up for Real Issues, read that statement again. It is more about resource management than ecology. Maxim seem to be jumping on the organic gravy train without leaving behind their old baggage of free market dogma.
Maxim's new profile requires serious analysis. I would have done that but I was distracted by the teaser for an article by Paul Henderson at the bottom of the home page:
On a recent trip to Canada I was struck by Olivia, the child of a sperm-donor still searching for her father's face.
My mind raced with images of Mr Henderson being beaten up by a girl with a hockey stick, demanding to know if he is her real father. Unfortunately, the story is not that interesting; in fact, it is very dull.
But that is besides the point. We have real issues to answer. Does Maxim really care? Have Murder Incorporated transformed themselves into the Glam Metal Detectives? Will Maxim deliver Funk and Justice for all? Watch this space for the next thrilling episode of the Maxim files.