Monkey business from publishers of Maxim

If you're a Canadian publisher aiming at the young male market (16 - 30), it's enough to ruin your day. Dennis Publishing, the creators of Maxim, are launching a free, weekly online magazine called Monkey starting November 1. That's online, and free, as in available to anyone.

Dennis has already demonstrated that it understands and knows how to serve the limited attention spans of young males with Maxim, Stuff and Blender. And now they have come up with something that's perfect for portables and laptops.

Monkey will be delivered in a weekly email to on-line subscribers and says its format "bridges the gap between familiar print products, online sites and newsletters, with the advantages of all three". It's a conventional magazine layout with approximately 50 turning pages, and it can be seen onscreen or as a pdf. It has the traditional buxom front page image but also contains video clips of girls, jokes and film trailers. It is being developed with the help of Applecart Solutions.

James Carter, Director of Dennis NPD said: "Monkey will be a cheeky, sexy mix of girls, sport, cars and humour with around 50 pages of content making it ideal for consumption at home or in the workplace.

"We'll have the best viral videos, the latest music videos and movie trailers, games which you can actually play, sexy girl shoots – all the things which you get flat and static in traditional magazine brought to life on a platform men are using more and more as their primary source of entertainment and information."