Monkey travels to Scandinavia in Dennis licensing deal

Dennis Publishing is continuing its international expansion with the news that digital lads’ mag Monkey is to launch in Sweden, Norway and Denmark.

The magazine group, chaired by Felix Dennis, has signed a licensing deal with Danish firm NetPublications International, which is planning to bring out the three debut local editions of Monkey by the end of this year.

The international titles will share some content with the original UK edition of Monkey and will use the same design and interactive page-turning digital technology – which allows for embedded audio, video and web links.

Each edition of the weekly magazine will employ its own local journalists, drawing on advice from the Dennis team in London.

Two other digital titles, iGizmo and iMotor, are also included in the licensing agreement.

Dennis Publishing chief executive James Tye said in a statement: “The unique and environment that Monkey, iGizmo and iMotor offer to both readers and advertisers in the UK will now available in a host of new countries.

“We look forward to working closely with NetPublications to make the respective launches as successful as they have been in the UK.”

Monkey claimed to be the UK’s first digital men’s magazine when it launched in November 2006. It is delivered to email inboxes weekly.

Monkeymag.co.uk recorded 1,009,298 monthly unique users last September – the most recent set of officially audited ABC traffic figures available.

Today’s announcement is the latest stage in Dennis’s international expansion plans.

Last July, the group teamed up with NetPublications to launch Monkey in Thailand.

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