Haymarket Magazines has bought Dennis Publishing’s men's magazine,
Stuff, which it intends to relaunch as a boys’ toys title.
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 was originally positioned as a lads guide to consumer
goods. But last year, more emphasis was placed on its lifestyle
Eric Verdon-Roe, the managing director of Haymarket Magazines, said:
’The magazine will be more about product and less about lifestyle. All
the product ranges will be potential targets for advertising and Stuff’s
audience will be more valuable if the readers are committed
Haymarket Magazines, a subsidiary of Haymarket Publishing, which
publishes Campaign, will produce a February edition of Stuff to ensure
no issues are dropped as the magazine changes ownership.
An advertising push will relaunch the redesigned title.