Dennis Reveals E-Mail Lists for Rental

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It's rare to see online lists surface for rental, but Dennis Publishing Inc. has no problem exposing its e-mail files for the first time.

The publisher of men's lifestyle magazines like Maxim and Stuff and the Blender music title debuted its Dennis Publishing E-mail Master File. Worldata, Boca Raton, FL, becomes the first exclusive list manager.

"The audience that Dennis is reaching with their three titles is a very active buying audience, and many of the things that this group of individuals are buying are things that marketers are promoting via the e-mail channel," said Jay Schwedelson, corporate vice president of Worldata.

The e-mail files come to market only six months after Dennis appointed Worldata as exclusive list manager for its postal-based Dennis Publishing Master File.

Maxim's file has 600,000 e-mail subscribers, 73 percent of them men ages 18-34 with a median household income of $64,428. Three out of five are single, two out of three are college graduates and two-fifths are homeowners.

Maxim is more entertainment focused and a leader in its category, while Stuff's readership cares for gadgets and gear, digital equipment, computers, cars, travel, entertainment and style.

The Stuff e-mail list has 200,000-plus subscribers, 79 percent of them men 18-34 with a median household income of $59,527. Three out of five are single college graduates.

Blender is a fast-growing competitor to Rolling Stone, covering genres like rock 'n' roll, country, hip-hop, pop and R&B. The e-mail file has 150,000 addresses, 75 percent of them men 18-34. The median household income is $53,000. Two-thirds are employed college graduates.

All three files cost $150/M.

Worldata said the e-mail lists are good for offers related to consumer electronics, automotive, books, music, home furnishings, hobbies, credit cards, memberships, Internet service and e-commerce. Most of these services and products also are marketed via e-mail in addition to direct mail, print ads and insert media.

The Dennis e-mail files complement the bigger postal lists. Maxim has 1.9 million-plus subscribers to the print version, Stuff more than 1.1 million and Blender 630,000-plus. The first list rents for $100/M, the last two for $105/M and the total file for $95/M.

Mr. Schwedelson claimed the online and print subscription renewal rates for Maxim, Stuff and Blender are high.

"These are people who are not only subscribers of these magazines, but are also interacting with the various online offerings that Dennis Publishing has," Mr. Schwedelson said.

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