Dennis Publishing considers handbag-sized men’s mag

Dennis Publishing, the publisher of Maxim, is considering launching an A5, handbag-size magazine format, following the success of Condé Nast’s Glamour.

Condé Nast’s men’s title GQ, a rival to Dennis’ Maxim, is already experimenting with the handbag size format, in a bid to turn around its fortunes. GQ posted a drop in circulation of 7.7 per cent year on year to 127,518 in the January to June 2001 Audit Bureau of Circulations (ABC) figures.

Dennis Publishing group publishing director Andy Semple says: “GQ has been very brave to experiment with an A5 format for the magazine. There has not been a similar precedent in the men’s sector, but then there wasn’t one in the women’s sector until the launch of Glamour.

“If the small-sized GQ works then it will be stupid not to follow. The reality is that the small-size format saves about 50 per cent on paper bills – and that’s the main reason why publishers want to launch magazines in this format.”

Dennis Publishing is to extend its Maxim brand and publish a bi-annual fashion directory, titled Maxim Fashion on September 16. Priced at &£3.90, Maxim Fashion will have a print run of 70,000.

Celebrity-led women’s weekly, Hello! magazine is also rumoured to be reducing its size to follow in Glamour’s footsteps. Glamour reported a debut circulation figure of 451,486 in the latest ABCs.

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