Monkey doubles ad promise in first ABCe

The figure will appear in a separate section of the ABC report to the

men's print titles to avoid confusion. Monkey's data is more comparable
to the unique users of websites.

The figure is more than double the 100,000 readers Dennis promised to
advertisers. Monkey was launched in October and the ABC figure is a
weekly average for its first two months on sale.

By comparison, IPC's rival weekly men's magazine, nuts.co.uk, has
479,088 unique users a month, while Emap's zooweekly.co.uk attracts
522,000.

Dennis' own reader research claims that users spend on average 45
minutes reading each edition of Monkey, which hosts rich-media content
such as audio and video in a magazine-style format.

It is attracting readers aged 15 to 34, with an average age of 28, and
more people in the AB group than Dennis initially expected.

Ben Raworth, Monkey's editor, admitted the content had become more
risque than Dennis initially planned and that the more salacious
material would be toned down in future editions to favour more
entertainment-based editorial.

Raworth said: "The sexy content is the most popular and makes up 20% of
the magazine, but it's working better where it's suggestive rather than
overt. If readers want the stronger stuff, they should be able to follow
a link to the next level."

Dennis is also using the digital magazine environment to create bespoke
ad formats for clients.

It has developed an online magazine to promote Sony's VAIO computers
following Microsoft's launch of Windows Vista, featuring content from PC
Pro magazine, which is being sent to 180,000 of Dennis' subscription
base.

In April, covermounted discs on Dennis' technology magazines will direct
readers to the e-zine.