The present inventors have surprisingly discovered that paraxylene selectivity is found to increase as the amount of coke on a catalyst increases. In embodiments, the paraxylene selectivity and productivity is maximized by controlling the amount of coke on the catalyst while maintaining the xylene yield at an acceptable value. The control of coke may be achieved by one or a combination of the following techniques: a technique of increasing catalyst on-oil time, a technique of decreasing catalyst residence time in the regenerator, a technique of reducing the air or oxygen supply to the regenerator, and a technique of decreasing the catalyst circulation rate, or a combination thereof.