Media News: Dennis slated for Monkey secrecy

Marketing 29-Nov-06

Media agencies have criticised Dennis Publishing's recently launched digital men's magazine Monkey for failing to provide adequate data.

One press director said the publisher is not releasing information on
how many consumers open the email title, making it difficult to track
return on investment.

Rivals also claim its database of 250,000 consumers registered to

receive the email contains considerable duplication. 'People signed up

to win a car, not just to receive a newsletter,' added one.

The title has also suffered from production problems; the last three
pages of the current issue are off-centre.

James Carter, NPD director at Dennis Publishing, said: 'Monkey has
signed up to the ABCs and will be delivering an audit of its figures to
coincide with print title releases in February, as it continues to
outperform its launch targets.'