DENNIS PUBLISHING, Inc

Circulation Management, Nov, 2000

The Dennis Group consists of a number of operating companies in both the United Kingdom and the United States. Based in the UK, Dennis Publishing is the fastest growing independent publishing house in the US, and the global leader in men's lifestyle, business and computer magazines in the UK. Dennis Publishing US currently has over 170 employees and is still growing. Our highly talented editorial, art and photography departments bring our pages to millions. Their collective efforts have helped Dennis Publishing grow to become a publishing powerhouse in its own right. "We came to the market as a reader-driven magazine publisher, and that's what we are," says Stephen Colvin, Dennis Publishing President, US.

MAXIM

Maxim Magazine, the "Best Thing To Happen To Men Since Women," is both the fastest growing and the most successful men's magazine in the country. Voted its 1999 magazine of the year, Advertising Age says, "Since Maxim made its U.S. debut in 1997, the only thing that's become more popular is Pokemon and the only thing that's grown faster is the Internet."

The title launched with a rate base of 175,000 and rocketed to 1.5 million by the end of 1999. In the second half of the year, Maxim's overall average circulation jumped 127%, according to Audit Bureau of Circulations. "The rate base will hit 2 million by the second half of 2000. We were hoping for 500,000 by 2000," says Mr. Colvin.

Lance Ford, Group Publisher, says advertising pages for Maxim's four issues in 1997 totaled about 241. With 10 issues for each year, ad pages climbed to 629 in '98, then up to 956 for '99, according to Publishers Information Bureau. Ad revenues for 1999 were about $46 million, a 211% change over 1998. Net advertising dollars are now tenfold of the first issue.

In 25 issues, Maxim has grown from a print run of 175,000 copies to 2,700,000 copies. Maxim stands just shy of a million paid subscribers. Maxim's web site www.maximonline.com brings in 12,000 subscriber requests each month.

"Some magazine experts insist a magazine needs four years to establish itself and become a hit. For British-born Maxim, it only took about four seconds." Advertising Age magazine

STUFF

Hard on the heels of Maxim's unprecedented success, Dennis US launched a second strike in 1998 with Stuff Magazine for men. Stuff US presents the best gear for men - gadgets, electronics, automotive and fashion. The first issue of Stuff established an instant foothold in the US men's market with a virtual sell-out.

Maxim's 'younger brother,' Stuff Magazine is the fastest growing men's magazine in America. Stuff sets new standards in men's publishing by uniquely tapping into the hearts and minds of its readers. The magazine is the only one-stop source for young men seeking humor, information and entertainment in today's world. Stuff recognizes and embraces the new "mod culture" of today, updating men on a wide range of useful topics including: music, web, sports, fashion, technology, sex, travel, dot com and celebrities.

Stuff recently announced a rate base of 750,000 for the second half of 2000, an unprecedented growth start. In only six issues, the magazine outsells GQ Rolling Stone, Men's Journal, Gear and Esquire on the newsstand. "It's rare in the current newsstand environment that we see the development of a winning title so early from inception." The Hudson Group (largest magazine wholesaler in New England).