Monkey doubles ad promise in first ABCe

Dennis Publishing's weekly men's magazine, Monkey, published only in digital form, will unveil its first official readership data totalling 209,612 in this week's six-monthly ABC reports.

The figure, audited by the ABC's electronic arm ABCe, measures the number of people who open the magazine when they receive it by e-mail, rather than the entire registered subscriber base.

The figure will appear in a separate section of the ABC report to the men's print titles to avoid confusion. Monkey's data is more comparable to the unique users of websites.

The figure is more than double the 100,000 readers Dennis promised to advertisers. Monkey was launched in October and the ABC figure is a weekly average for its first two months on sale.

By comparison, IPC's rival weekly men's magazine, nuts.co.uk, has 479,088 unique users a month, while Emap's zooweekly.co.uk attracts 522,000.

Dennis' own reader research claims that users spend on average 45 minutes reading each edition of Monkey, which hosts rich-media content such as audio and video in a magazine-style format.

It is attracting readers aged 15 to 34, with an average age of 28, and more people in the AB group than Dennis initially expected.

Ben Raworth, Monkey's editor, admitted the content had become more risque than Dennis initially planned and that the more salacious material would be toned down in future editions to favour more entertainment-based editorial.

Raworth said: "The sexy content is the most popular and makes up 20% of the magazine, but it's working better where it's suggestive rather than overt. If readers want the stronger stuff, they should be able to follow a link to the next level."

Dennis is also using the digital magazine environment to create bespoke ad formats for clients.

It has developed an online magazine to promote Sony's VAIO computers following Microsoft's launch of Windows Vista, featuring content from PC Pro magazine, which is being sent to 180,000 of Dennis' subscription base.

In April, covermounted discs on Dennis' technology magazines will direct readers to the e-zine.

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