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."
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