Dennis To Promote ‘Project Denise’ With £1.5m Campaign

Dennis Publishing is investing £1.5 million in a television and press advertising campaign to support the launch next month of its first women’s consumer magazine.

Currently running under the codename Project Denise, the magazine is aimed at 25-40 year old women “who are demanding top-notch products, quality and service from phone or online shopping.” Dennis, which also publishes the men’s title Maxim, says that its first women’s mag will be “stylish but practical”.

Project Denise will have a cover price of £2 and an initial print run of 200,000. Media planning and buying for the promotional campaign has been handled by The Jones Britton Breckon Company (JBBC); creative work was completed by River Advertising.

Publisher Susan O’Hare says: “We needed to appoint a media agency which not only knows the magazine market inside out, but is also capable of delivering against our brief; and a creative agency which could come up with something special. With JBBC and River we are in capable hands.”

Dennis Publishing: 020 7917 3917