Today in the magazine-branding apocalypse: Dennis Publishing has signed a deal with real estate enablers Concorde Wilshire Partners to build Las Vegas' latest atrocity, the $1.2 billion Maxim Hotel and Casino. To be located on the north end of the strip, this polished bubble of inequity will boast a 60,000-square-foot casino and 2,300 rooms (all featuring Maxim brand comforters and dust ruffles), plus the usual overpriced retailers, pseudo-cool nightlife, celebrity chefs, and the unfulfilled promises of Eva Longoria. Of course, the Maxim Thunderdome's biggest allure will be its luxury spa, where new EIC Jimmy Jellinek will be personally giving hot stone massages; for an extra hundred bucks, he'll also color your hair with the mag's now-discontinued Bleach Blonde frosting kit.

A Lad Mag and Brand in Las Vegas [NYT]