Dennis to launch first men's weekly exclusively online

Dennis Publishing is to launch a weekly magazine called Monkey, which will be published exclusively online and on mobile platforms, and will be pitched as a rival to men's weeklies Nuts and Zoo.

Monkey is the first Dennis magazine to be launched solely online with no print companion. It replicates a magazine format, but with video and audio content embedded within both editorial and ads.

It will be sent for free by e-mail on Wednesday mornings, from 1 November.

Readers will click on a cover image to go to a holding page to access the magazine's content, and click on the corner of pages to turn them over on-screen. They can then view it on their internet browser and also save it as a PDF.

Each 48-page issue will feature a covergirl shoot and editorial covering cars, sport, humour, entertainment, gadgets, clothes and user-generated content aimed at 16 to 30-year-olds.

Within the editorial, users will be able to click on images to view footage such as music videos, film trailers and sports films. Within Monkey's gadget and clothes coverage, readers can take a 360-degree view of the products featured.

Advertisers will be able to book ads on six display pages, embedding rich media content where desired, or can book interactive advertorials or short video ads to bookend the clips featured on editorial pages.

Dennis has 250,000 users signed up to receive the magazine, after promoting the launch via Maxim's website, maxim-magazine.co.uk, and will promote it to a database of more than 900,000 male readers of its magazines and websites.

It has also developed interactive ads in which consumers can download sample content via Bluetooth on their mobile phones. This will be broadcast from Avanti Screenmedia screens in around 200 bars in November.

In the recent ABCs, Nuts posted a small decline of 0.7% for the first time, period on period, while Zoo's sales dropped by 12.5%.

The pinch is being felt on weeklies despite the downward spiral of circulation among the monthlies, leading publishers to conclude that many readers migrating online.

James Carter, new product development director at Dennis, claimed Monkey's format offered a way forward for the sector. "The men's weeklies have focused too heavily on flesh to drive copy sales and have become editorially tired in a short space of time," he said.

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