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Maxim magazine, the go-to publication for airbrushed pictures of actress Laura Prepon looking nothing like Laura Prepon, is launching a new campaign to draw in advertisers. Their angle is that the mag is the last refuge for the "endangered species" of potent men:

The Maxim campaign borrows a bit from the culture wars, but presents it as a question of cuticles. It warns, for instance, of a disorder called Mantropy, a spiritual degeneration among men that is indicated by manicures, excessive smoothie consumption and frequent seaweed wraps [...] Another piece of the campaign, which has a total budget of $1 million, is meant to look like an application to the government to list "man" as an endangered species. "Disappearing habitat," the cover page reads. "Metrosexuality. The proliferation of in-line skates. Man is in terrible danger. In fact, he's rollerblading on the brink of extinction."

Right, and Maxim has had NOTHING to do with the metrosexualization movement. Those occasional pomade reviews are totally masculine.
Maxim Seeks To Portray Itself As Sophisticatedly Macho [NYT]