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Stuff folds into Maxim, “lad” titles consolidate

Alpha Media Group, the future owners of Dennis Publishing’s Stuff, Maxim and Blender, will fold Stuff as a standalone magazine, reducing it to a section in Dennis’s flagship Maxim.

The change is scheduled for the November-December issue of Maxim, although the sale of the titles to its new owners is not yet completed.

Private equity firm Quadrangle Group, with former Wenner Media executive Kent Brownridge, expects to close its $240 million buyout of the men’s magazines as early as next week.

Stuff had a smaller circulation and focused more on shopping than sister publication Maxim.

Total circulation for Stuff declined this year by 4.8 percent to 1.2 million. Its ad pages, which featured clothing, automotive, consumer electronics, liquor and other such goods, dropped 3.4 percent for this year through August.

Maxim, too, has hit a wall this year, as the laddie magazine genre has lost some favor with consumers and advertisers. FHM, a main competitor with the Dennis titles, folded earlier this year.

Maxim’s ad pages fell 8.1 percent this year through July.

Brownridge, the head of Alpha Media Group, will focus his efforts on growing Maxim and Blender.

Future investment plans include Maxim brand extensions, such as a casino and a steakhouse chain, as well as further online development.

Brownridge has not said what will happen to Stuff employees.

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