Dennis Launches New Online Lads Mag

Maxim publisher Dennis Publishing is launching another lads’ mag. However, the latest addition to the genre will not be available in print, but rather will be an online offering.

Monkey, which will be published each Wednesday on the net, will launch on 1 November via email. The format will incorporate written, video and audio content embedded within editorial and ads, potentially simulating a hard copy magazine. It will also be available on mobile platforms.

The e-zine, which claims to have already signed up 250,000 free subscribers, aims to drive a wedge between IPC’s Nuts and Emap’s Zoo, with the latter’s circulation falling according to August’s ABC data (see ABC Results Jan-Jun 2006:Men’s Magazines Suffer Declining Circulations).

To view the new offering, readers click on a cover image to access the magazine’s content, also clicking on page corners to turn them on-screen. Content can also be saved as a PDF file.

Ads can be booked on six display pages, embedding rich media content where desired. Alternatives available are interactive advertorials or short video ads to bookend the clips featured on editorial pages.

Dennis Publishing: 020 7907 6000 www.dennis.co.uk