For its celebration of the 100th issues, Maxim magazine chose catchy, eye popping marketing strategies. One of them involves a huge vinyl-mesh screen of the 100th issues cover that shows a barely dressed Eva Longoria, star of ABC's "Desperate Housewives."

The foxy Eva Longoria is an old acquaintance of the Maxim readers, as some extremely hot pictures of her were commissioned by the magazine in the early months of 2004. Since the Desperate Housewives craze, Longoria has became hugely popular among both male and female viewers and is now one of the A-list names of ABC.

The vinyl mesh was specially designed and built so it could be seen from airplanes crossing the Nevada desert. The screen reads „THE ONLY MAGAZINE BIG ENOUGH TO BE SEEN FROM SPACE AND ONLY IN VEGAS".

Other special events put together to celebrate the 100 issues milestone include poker and golf tournaments at the Wynn Las Vegas hotel-casino, a Maxim public relations representative said this week.

The events that come to celebrate the Maxim jubilee are seen by the casino officials of Las Vegas as good popularity points for their city as well.