Search »

Sliding ‘Stuff’ Slips into Pages of Maxim

As sources had indicated, the new owners of Dennis Publishing’s Stuff, Quadrangle Group, plan to shutter the magazine as a stand-alone publication and make it a section within Maxim.

The move will take place with the Nov/Dec issue of Maxim, writes Mediaweek. Alpha Media Group, the new name for the group that publishes the men’s titles, is expected to pour resources into Maxim and Blender. Blender’s rate base will be boosted to from 800,000 to 900,000 in January and to 1 million in January 2009.
Stuff was originally launched as a shopping-focused title to keep Emap’s FHM from gaining on Maxim by giving advertisers a lower-cost alternative. But Stuff has never been wildly successful, and this year through August, ad pages declined 3.4 percent, while total paid and verified circ declined 4.8 percent. Single copy sales dive-bombed 34.9 percent.