Why exactly does Fox "News" have a "Maxim Monday"?

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It seems frivolous and hypocritical of a "news" station so devout to promoting "conservative family values" to be sponsored by Maxim magazine. As Media Matters has documented, Fox has a history of this inappropriate behavior:

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Now, yes, sex does sell; truthfully Fox isn't the only station to do this:
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Still, why does the media - mostly Fox - choose to go down this road? Do we - as a society - really need to objectify women to make people watch the news?