Dennis Publishing Group’s customer magazines arm, Dennis & Beyond,
is launching a dedicated consumer division as it looks to cash in on the
growth potential in this area.
The decision to launch the division was reinforced by a recent survey of
senior marketers, which showed that a substantial number of respondents
who did not have a customer magazine had plans to develop one in the
Duncan Grant, the managing director of Dennis & Beyond, said the
division was working on two projects. One is for a version of Maxim
aimed at younger readers for a leisure client. It will have a
circulation of 100,000, and will be distributed through the retailer’s
stores every month. The second is a bi-monthly women’s magazine aimed at
25- to 40-year-olds, which would be distributed via newsstands.
Grant said: ’The inception of a dedicated division is a sign of our
commitment to target aggressively the potential new business in the
consumer customer loyalty titles sector.’
Lisa Duke, from Dennis & Beyond, has been appointed creative director,
while Jane Moore, a consultant for Dennis & Beyond, becomes associate
editorial director. Grant said a publisher will be recruited once the
first magazine launch is finalised.
Grant added: ’We have a fair bit of retail publishing experience, so we
would like to work with a retailer in the next year.’