Dennis to launch second gambling monthly in August

by Daniel Farey-Jones, Brand Republic 13-Jul-05, 11:00

LONDON – Dennis Publishing is launching Total Gambler next month to tap into the growing online gambling market, which it will back with a poker magazine launch later this year.

The planned print run of 650,000 for Total Gambler exceeds the circulation of the leading men's title, Emap's FHM, as it seeks to win a broad 18- to 40-year-old male audience of people wanting to learn about betting and meet demand from online advertisers.

The 28-page sample first edition will be given away free with Maxim and Dennis's other men's titles such Bizarre, Men's Fitness and car title Evo.

The move was made in response to advertiser demand for Dennis's existing gambling title, Inside Edge. Launched 18 months ago for keen gamblers, Inside Edge is not yet ABC audited, although it will be included in the next set of six monthly figures, due in August. It has a print run of 30,000 copies.

The landgrab in the online gambling market has led advertisers to spend money on promotions and supplements with men's lifestyle titles such as Emaps' FHM and Zoo, and IPC's Loaded and Nuts.

Details of Dennis's poker title are set to follow in the next few weeks.

Total Gambler will hit the market ahead of The Sportsman, the daily gambling newspaper planned to launch next spring. The Sportsman is backed by former Telegraph chief executive Jeremy Deedes and is aiming to sell 40,000 copies daily.

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