The 'lad mag' publisher hires an American Greetings Interactive exec to head the unit.
Dennis Publishing, the company behind Maxim, Stuff, Blender and The Week, has merged the digital assets of its publications into a single unit, to be called Dennis Digital. The company hopes to provide more reach for advertisers targeting 18- to 34-year old men -- a group ever more difficult to locate on TV and other traditional media.
The division will encompass the Web and mobile assets of all the magazines and will employ 36 people, including a sales team dedicated to interactive. Together, the publications' Web sites draw in 4.5 million unique viewers a month, according to the company.
Todd Anderman, the current senior VP of sales and business development for American Greetings Interactive, will be president of the new division. Previously, Anderman was senior VP of sales at RollingStone.com. Roger Munford, general manager of Maxim Online, will hold the same title with Dennis Digital.
"They're already doing online and mobile and video, but the idea of bringing them all together and leveraging them and creating more touch points with that 18- to 34-year-old male is a great opportunity," said Anderman, who starts his new gig in a couple weeks. Anderman will report to Dennis Publishing President and CEO Stephen Colvin.
The company has thus far concentrated its digital efforts on Maxim Online and Stuff Online. Maxim provides video on demand through MSN's video streaming service, and it provides wireless screen savers and wallpaper to mobile users through a partnership with Airborne Entertainment. Part of the company's plans with Dennis Digital are to overhaul and build out the sites of music magazine Blender and news publication The Week.
"This is there they are spending their time," said Anderman. "They're spending it on their phone, they're spending it online. The opportunity to bring this all together, we just think there are a lot of directions we could go in with this."
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT