Maxim Puts Out Blender
Dennis Publishing, godfather of men's magazines including Maxim and Stuff, launched a new title to corner the music business. Blender, a bi-monthly glossy, is designed for the twenty-something market of listening buyers and connoisseurs. Starting with a circulation of 400,000, Blender will compete with notables including Wenner Media's Rolling Stone magazine (circulation 1.25 million) and Vibe/Spin Ventures' Vibe and Spin magazines (combined circulation 1.25 plus).
According to Dennis reports, Blender differentiates itself from other music mags by covering a wider variety of music genres, including hip-hop and rhythm and blues, according to reports. Banking on its huge success with Maxim, the hot-blooded men's lifestyle book with advertising revenue totaling $100.4 million, up by 162 percent since its inception, Dennis Publishing plans be more exclusive than its predecessors. This means no politics and no social commentary for the debut periodical. In an age when music and culture are so closely intertwined, Blender is banking on audio exclusivity.