Stuff, Dennis Publishing’s magazine guide to men’s gadgets and consumer products, is to close just two years after its launch.
The current January-February issue will be the last.
Six jobs in advertising and editorial could go.
Stuff was launched in the UK as a bi-monthly magazine in November 1996, eventually becoming a monthly in June last year. Its buying guide ran alongside a lifestyle editorial. The magazine’s core target market was 18- to 44-year-old ABC1 men with a high disposable income and an interest in the latest technology.
Publishing director Eric Fuller says: “Innovative titles always carry a high degree of risk, and we have found that this core audience is regrettably not of sufficient size to allow us to meet our commercial goals.”
Stuff recorded 64,183 readers in the January-June 1998 Audit Bureau of Circulations figures – short of its 80,000 target.
The title may still be launched in the US. Dennis in New York has already produced a pilot and is considering publishing further issues this year.