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
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
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.’