Lads’ Mag Unites With Boys’ Toys Start-Up

Dennis Publishing has become the first UK publisher to mirror the example of Channel 5 in taking advantage of the tiny marketing budgets of internet start-ups. Men’s magazine Maxim has announced the acquisition of a 5% stake in Firebox.com, in return for promotion and coverage in the style of the “airtime for equity” deals seen earlier this year (see C5 Signs First Airtime-For-Equity Deal).

Firebox specialises in boys’ toys and gadgets and makes a ideal partner for the lads’ mag Maxim, according to its publisher Andy Semple. “We are very excited about this deal. Maxim can link its 1.2 million targeted readership to the Firebox site. Firebox then provides a fantastic service to those same readers by making the buying process simple,” he said.

Firebox, which launched almost two years ago and has yet to float, will sponsor Maxim‘s 3-page gadget section and will be anchored to the magazine’s website.

Dennis Publishing: 020 7631 1433