Dennis Forms Digital Division
The 'lad mag' publisher hires an American Greetings Interactive exec to head the unit.
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.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article