The May issue of Maxim men's magazine will be mobile-friendly, featuring links to microsites and advertisements that can be accessed via readers' mobile phones, reports MediaPost. Readers will be able to see more photos of the Maximmodels and will have the opportunity to enter contests. Maxim's audience is particularly well suited for the mobile effort, according to Rob Gregory, Maxim's group publisher.

"The first wave of mobile advertising will be directed towards young males," Gregory is quoted as saying. "They are the first group to embrace the technology - they're the test case for every major brand in the country that wants to embrace mobile."

The May issue - Maxim's initial move in a planned "mobile-ization" - will carry mobile-enable ads, including ads by Kraft Foods, Jeep, Samsung and Cingular; it will offer a Kraft-sponsored contest of pick-up lines sent in by readers and mobile content from Jeep, including a video.