Men’s Title Not Made Of The Right Stuff

Dennis Publishing’s men’s title, Stuff is to close just two years after its launch (see Newsline for a first issue review).

The title, which aimed at being a ‘one-stop guide to anything a man might want to buy – and where to get it’, hasn’t seen as many copy sales as it would have hoped. At its launch back in November 1996, the title predicted a circulation of 50,000, which it accomplished. However, according to its publishing director Eric Fuller, the figure failed to grow as time went on.

Fuller commented: “What was a good launch circulation figure didn’t grow, and because copy sales didn’t come up to expectations the title had to close.”

Stuff’s ABC figures peaked at around 60,000. Its ABC’s for Jan – Jun 1998 were 64,183, which, although fulfilled its initial launch target, failed to display the growth which the magazine needed.

Stuff: 0171 917 7658