Haymarket buys toys for boys magazine stuff

LONDON - Haymarket Magazines has bought Dennis Publishing's mens magazine Stuff which it intends to resurrect as a boys toys magazine.

Stuff was closed by Dennis in December because of low circulation and advertising revenue. The magazine was launched as a bi-monthly title in November 1996 and originally positioned as a lads guide to consumer goods, but last year more emphasis was put on its lifestyle content.

Eric Verdon-Roe, managing director of Haymarket, said: "The magazine will be more about product and less about lifestyle. All the product ranges will be potential targets for advertising and its Stuff's audience will be more valuable if the readers are committed purchasers."

The February issue will be the first edition under Haymarket's wing and will ensure the magazine continues to be published without dropping any issues. There will be two advertising and marketing pushes: one will kick off with the redesigned magazine, and there will be a further burst in autumn.

Dennis will continue to publish the US edition of Stuff and will have rights to publish the magazine in the Americas. Haymarket intends to extend the title internationally and also has plans for it in terms of the internet and live events.

It is anticipated that Stuff will register an ABC of around 50,000 for six months to December.


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