Dennis licenses trio of e-zines for Scandinavian launch

LONDON - Dennis Publishing is furthering its online expansion, weeks after converting Maxim into an online-only brand, by licensing a clutch of e-zines - including Monkey - into Sweden, Denmark and Norway.

iMotor, iGizmo and Monkey set for Scandinavian launch
iMotor, iGizmo and Monkey set for Scandinavian launch

The publisher has signed a deal with independently-owned NetPublications International to launch Monkey, iGizmo and iMotor in the three countries, with launches planned for later this year.

The move comes as Dennis seeks to further its online presence.  Monkey launched in Thailand last year. And, announcing the closure of Maxim as a print brand in April, the company's chief executive James Tye said: "The future of the brand in the UK is online."

Dennis, which claims Monkey is a profitable business without divulging exact figures, declined to give specific details of the structure of the licensing deal.

The new international versions of Monkey, which launched in 2006 in the UK and is delivered by e-mail free to consumers' inboxes, will mirror the UK version, but will be tailored to the local audience.

Dennis claims the combined UK audience of Monkey, iGizmo and iMotor exceeds 1.4 million readers every month. According to the Audit Bureau of Circulation, Monkey registered an ABCe of just more than one million for September 2008.

The title was audited on two previous occasions: in January 2008, when it registered an ABCe of 942,184, and in January 2007, when an ABCe of 268,348 was recorded.

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