Monkey Leaps Over Lads Mag Rivals; Advertisers Interested In Format
By Robert Andrews - Tue 26 Feb 2008 08:18 AM PST
Dennis’ free, paperless lads’ mag Monkey has overtaken commercial print rivals Nuts and Zoo for circulation, as Press Gazette notes. Latest ABCe figures (Monkey’s first for a year) gave the interactive, weekly page-turner an average 271,667 users for its most recent edition - ahead of Nuts’ 270,053 and Zoo’s 179,006.
Online, FHM.com leads on 1.78 million monthly uniques, ahead of Nuts (945,790), Monkey (942,184) and Zoo Today (807,059). But they all beat FHM’s 315,000 average monthly print circulation. Ex Maxim editor Tom Loxley (via PG) argues web-vs-mag figures are overplayed but: “Lads predictably were among the first to grasp the internet’s possibilities as a massive conduit for delivering pictures of semi-naked women.”
Maybe that’s why some people remain wedded to Monkey’s strangely archaic turn-the-page navigation system, which hardly embraces the web were it not for moving graphics and video. Also today - Dennis is opening a new unit to produce branded digital magazines for advertisers, based on the Monkey template. Ford will be first to try it, promoting its S-Max vehicle. Via mad.co.uk.
Posted in: Companies, Dennis Publishing, Media, Magazines
