Lack of ads kills off lads’ Stuff

Dennis Publishing has pulled the plug on its men’s title, Stuff, following a lack of advertising revenue.

Dennis Publishing has pulled the plug on its men’s title, Stuff,

following a lack of advertising revenue.



The magazine was launched in September 1996 to capitalise on the growing

men’s magazine market. It was positioned as a laddish buyer’s guide to

consumer goods and featured reviews of products such as bikes and

cameras.



It also featured the prerequisite semi-naked women and vied with Loaded,

FHM and its stable-mate, Maxim, on newsstands.



However, the magazine’s subject matter failed to attract the

big-spending fashion advertisers, while other advertisers preferred to

channel more of their spend into specialist titles.



Damian Blackden, press director at Zenith Media, said: ’There are plenty

of special-interest titles around to tell readers which is the best

camera, bike or hi-fi to buy, while FHM and Maxim deliver more women per

issue.’



Stuff had a cover price of pounds 2.50 and was targeted at ABC1 men aged

25-44 with an average income of around pounds 20,000.



Dennis set the magazine’s target circulation at 50,000. Its last ABC

achieved a figure of 64,183, a rise of 11.3% year on year.



Stuff’s publishing director, Eric Fuller, said: ’Innovative titles are

high risk and we’ve found this audience is not of sufficient size to

meet our commercial goals.’