Dennis Publishing is working on a catalogue-style women’s magazine
with an online shop where readers can buy the products featured.
The project, possibly to be named The Collection, is being developed by
Dennis’ contract publishing company Dennis & Beyond, which launched a
dedicated customer magazine division in January this year.
The magazine is thought to focus on clothes and will feature more
editorial than a typical catalogue. It is scheduled to launch next
Dennis & Beyond managing director Duncan Grant refused to comment
further on the content of the magazine or whether it had found a client
to back the title.
The publishing arm was rumoured to be pitching the publication to
several companies but may alternatively decide to pull it across to its
main consumer magazine division which publishes Maxim and MacUser, among
Dennis and Beyond announced the creation of a consumer customer magazine
arm after its survey of senior marketers showed a substantial number
wanted their own customer title.
The publisher planned two magazines for the new unit, the first was a
bi-monthly women’s magazine to be distributed on newsstands, which has
now been scrapped. The second was a version of Maxim aimed at younger
readers for a leisure client, which is going ahead.
News of the development of an internet-linked catalogue comes five
months after Felix Dennis, owner of Dennis Publishing, spoke of the
inevitable decline of ’golden age’ of traditional magazine publishing at
a recent Periodical Publishers Association conference.
’I do not predict the death of magazines, but I fear a slow decline as
our readers become viewers and magazine publishers become content
providers,’ Dennis told delegates.
Dennis Interactive publishes 15 websites and Grant said: ’We are now
offering an internet-linked service to all new clients.’
1999 has been a year of ups and downs for Dennis & Beyond. Haymarket
Publishing bought its non-contract business magazine Direct Response in
May, Toshiba dissolved one of its contract titles - Toshiba Unplugged -
and CompuServe’s Go Online went in-house.
However, it won the contract to relaunch Telewest’s publication Business
Outlook and to publish the Chartered Institute of Banker’s title
Financial World, as well as a new quarterly magazine for Lynx Express’
Red Star customers called Well Red.