Monkey brand unlikely to ape print rivals

Dennis's new brand Monkey is unlikely to be turned into a print proposition in the near future, according to an industry source.

Dennis has declined to comment on plans for what is currently an online holding site, monkeymag.co.uk, promising "sex, fun, sport, gear and cars", but an industry source told Press Gazette they would be "very surprised" if the publisher launched a print edition in the foreseeable future.

They said: "An online edition would suit Dennis's strategy — it doesn't have the wherewithal to enter the market with a print version of the magazine."

The site announces that Monkey is "from the publishers of Maxim", and is expected to be the first major initiative by James Carter, the former FHM publishing director, now Dennis product development director.

It is uncertain how much of the site will be free content and how much paid for, but it is likely to follow Maxim's move of offering downloadable content on mobile phones.

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