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| Press Room |
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| BLENDER WINS ADVERTISING AGE'S LAUNCH OF THE YEAR AWARD FOR 2002 |
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"Dennis Publishing inspires a new British invasion with Blender. The music magazine harmonizes with the Napster generation that's more into individual songs than albums, and wants coverage of all types of tunes."
- Advertising Age, October 21, 2002
New York, NY (October 24, 2002)
Blender, the fastest growing music magazine from the publisher of Maxim and Stuff, this week was named Advertising Age's Launch of the Year.
Blender launched in May 2001 with a rate base of 250,000 and an irreverent approach to music news that threw "stones at the traditional music magazine formula," says Advertising Age. In November 2001, Blender's rate base rose by 40% to 350,000 and it will climb more than 17% to 410,000 by January 2003. Overall, Blender's rate base has grown 64% in just over a year.
Blender is produced in the smart, edgy style of Dennis Publishing and, according to Advertising Age, the magazine is "on a mission to serve their audience." The article goes on to say Blender "features interviews driven by reader questions, quirky photo captions, a dissection of one of the 'The Greatest Songs Ever!' and an extensive review section that bumps Def Leppard up against DJ Jazzy Jeff."
"All of us behind Blender are driven by a love for music," said Lance Ford, executive VP at Dennis and general manager of Blender. "We didn't make it big in our bands, so we translated that passion to the magazine. We're publishing from a true fan's perspective."
Blender Editor-in-Chief Andy Pemberton concurs: "We've created a new music magazine that reflects the diversity of America's musical tastes. Readers love the mix and irreverent tone, and, of course, the hundreds of reviews in each issue."
Mike McHale, group media director at Publicis Groupe's Optimedia International, New York, agrees that Blender has a winning formula. "With the short attention span of today's media consumers, they hit just the right chord," he tells Advertising Age.
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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 (1.1 million rate base) and owns a multi-million dollar interactive agency, Dennis Interactive. Maxim was named Advertising Age's Magazine of the Year in 1999 and ranked #1 on the 2001 Adweek Hot List. In 2001, Dennis launched the bi-annual fashion magazine, Maxim Fashion 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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