Throwing Stuff Overboard

The new owners of Maxim magazine have confirmed widespread speculation this morning, announcing plans to shut down sister title Stuff as part of a company-wide makeover.

Previously known as Dennis Publishing, the company has renamed itself Alpha Media Group following a $245 million acquisition backed by Quadrangle Capital Partners and fronted by Kent Brownridge, longtime lieutenant to Rolling Stone owner Jann Wenner.

Brownridge said that Stuff, introduced in 1998 as as the second American manifestation of the British "lad" magazine phenomenon, will survive in name as a regular section in Maxim, Alpha Media's flagship title.

Stuff, which was never more than marginally profitable, is said by former Dennis executives to have been started primarily to prevent rival Emap from gaining a foothold in the U.S. for its own lad title, FHM.

Though Emap went ahead and launched a U.S. edition of FHM in 2000, it failed to thrive, and was shuttered last December.

"Stuff magazine is a clear and purposeful brand that will continue to reach its audience through Maxim," Brownridge said in a statement.

by Jeff Bercovici