Enough Stuff: Lad Mag Shut Down

New Owners Kent Brownridge and Quadrangle Will Fold Brand Into Maxim

By Nat Ives

Published: August 15, 2007

NEW YORK (AdAge.com) -- Kent Brownridge and Quadrangle Capital Partners have completed their $240 million acquisition of Dennis Publishing and immediately begun making changes -- such as shutting down Stuff magazine. Stuff, which began in 1998 but had seen its role become a bit like "Maxim Lite," will become a section inside Maxim magazine, which Mr. Brownridge considers the foundation of the business.

The business, not incidentally, is now known as Alpha Media Group.

"Alpha Media Group's assets are among the best in the publishing industry," said Mr. Brownridge, now CEO of Alpha Media. "The magazines and websites are uniquely positioned among the young-male demographic and are extremely attractive platforms for advertisers. I am particularly pleased to be partnering with Quadrangle, whose experience and expertise in the media industry is unmatched."

Quadrangle and Mr. Brownridge won the deal to buy Dennis, which Felix Dennis used to introduce "laddie" magazines to the U.S., in June.

Bulwark against FHM
Stuff was conceived partly as a bulwark against eMap's FHM magazine but hadn't shown a lot of momentum or purpose lately, particularly since eMap pulled out of the U.S. last December.

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

Mr. Brownridge had hedged when asked after signing the deal whether he would close the title. "Stuff is an important part of young men's lifestyle, which we think our whole company is all about," he said. "Gear, grooming, clothes and other accoutrements, otherwise known as stuff, are an important part of this overall thing, and we're going to continue to do it."

His meaning, then, is clearer this morning.

Stand-alone website
Stuffmagazine.com will continue as a stand-alone website. Alpha Media, the former Dennis, will continue to publish Blender, the music magazine that puts Mr. Brownridge in head-to-head competition with his former longtime boss, Jann Wenner, publisher of Rolling Stone.