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GREG GUTFELD TO WRITE STUFF MAGAZINE'S WORLD DOMINATION PLAN
MIKE HAMMER STAGES EDITOR-IN-CHIEF COUP IN BALLROOM DANCING COMPETITION |
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New York, NY (May 1, 2003) The time is rare when a mere magazine can actually contemplate world domination. For the 1.2 million-circulation Stuff magazine, that moment has arrived. Following a barnstorming three-year run as editor-in-chief, Greg Gutfeld has been promoted to the newly created role of director, brand development for Stuff, it was announced today by Dennis Publishing president Stephen Colvin. Mike Hammer, Maxim's current executive editor, has been promoted to Stuff's editor-in-chief.
In his new role, Gutfeld will concentrate on translating the Stuff brand successfully to other broadcast media, such as the new TV shows that the magazine is creating with the Spike TV cable channel, and working with Stuff's recently recruited Los Angeles-based agency, Endeavor. In other words, he'll be spending a great deal of time lounging in executive suites, swanky bars, swimming pools and yachts, fiddling with scripts and consulting his "little black book." Gutfeld will also continue to represent Stuff on TV, as this is his only way of meeting women.
"Over the last two and a half years, Stuff has stepped over the withered little bodies of dying magazines and grown faster than any men's magazine on the planet," says Gutfeld. "We've challenged the stale, prevailing assumptions of what a men's magazine ought to be. Stuff reflects the instincts and attitudes of men in a uniquely smart, funny and honest manner. That approach to information and entertainment is perfect for television and other media, which is why we're going there. Also, this new couch isn't going to pay for itself."
Upon hearing news of Gutfeld's promotion, Maxim executive editor Mike Hammer stormed the 12th floor offices of Stuff and declared he was taking over as editor-in-chief. The editorial staff, knowing Hammer as a longtime Dennis veteran who contributed to both Maxim's and Stuff's launches, immediately challenged him to an all-night ballroom dancing competition. By six the next morning, Hammer was the last man whirling.
"Will there be changes?" commented Hammer. "Yes, but not TOO many changes. Stuff got to where it is now by concentrating on a unique reader-driven model for guys who are ahead of the curve, not chasing it; a cool filter for what's hot to drive, wear, listen to, play with and buy. Stuff will continue to be a young guy's final destination for fun. Unless, you're traveling on to Buffalo."
Under Gutfeld's tenure, Stuff locked in its #2 position in the men's lifestyle category, and increased its rate base from 750,000 to 1.2 million while becoming a magazine brand with a personality and editorial voice distinctive from its big brother Maxim. Last year, Stuff was awarded a high spot on Advertising Age's "A List" while notching a 36% jump in advertising revenue.
Both Gutfeld and Hammer will be reporting to Stuff general manager Mark MacDonald, who just went out to buy more Motrin when told the news.
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About Dennis Publishing:
Dennis Publishing, Inc. is a media company that publishes the two most successful modern men's lifestyle magazines in America: Maxim (2.5 million rate base) and Stuff (1.2 million rate base), along with general interest music magazine Blender (Advertising Age's Launch of the Year), Maxim Goes To The Movies, and The Week, a compilation of the week's most important domestic and international news. Maxim, Stuff, Blender and The Week are registered trademarks of Felix Dennis.
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