The project is being headed-up by James Carter, the former-publishing director of FHM, who is overseeing new projects at Dennis.
Ben Raworth, the ex-deputy editor of Loaded who is new product development editor at Dennis, is also working on the concept.
Insiders say the magazine - which has the holding page - and promises 'sex, fun, music, sports and cars' will have a strong online element. It is believed that the success of FHM.com as a separate revenue stream has inspired the publisher to focus on developing its online offering.
Dennis Publishing's Maxim remains in third place in the men's monthly sector, behind IPC's Loaded and Emap's FHM. The publisher has had mixed success in the monthly men's market and axed Jack in July 2004 following poor sales.
Dennis Publishing refused to comment on the project.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
