Dennis rolls out mobile TV channel for Monkey in first off-portal move
nma.co.uk | 13 March 2008 | By Ed Dorrell
Dennis Publishing has launched a mobile TV version of Monkey, its free weekly men’s e-zine.
If it’s successful, Dennis will consider similar mobile TV propositions for its other magazine brands, such as Maxim.
Working with mobile media company Player X, the publisher has developed the edition as a free off-portal service. It claims it’s the first of this kind in the men’s sector.
The mobile TV version will offer highlights from the digital magazine, such as stunts and comedy clips. Dennis is also planning to make bespoke content for mobile.
The service will launch with a sponsorship deal for 20th Century Fox’s latest comedy film Meet The Spartans. The agreement will include running the film’s trailer within all content on the mobile TV channel.
Launched by Dennis Publishing in late 2006, Monkey recorded an ABCE figure of 271,667 users for January 2008. Dennis claimed that the e-zine format has been enormously successful ,and has recently announced that it will be replicated with the launch of an online-only gadget magazine called Gizmo (nma.co.uk 12.02.08).
Andrew Nicholls, partnerships and mobile manager at Dennis Publishing, said, “The huge popularity of Monkey as a digital magazine has led to the natural progression of the brand onto mobile.
“Its fair to say that if this takes off we’ll be looking to produce similar services for our other brands.
“This is really significant for us. Although there are other mobile TV channels, they are all on operators’ portals. Our new service is also important because it’s showing how we’re positioning ourselves in the market,” he added.
