Maxim Parent Revamps Web Division

Dennis Publishing today plans to announce the formation of the Dennis Digital division, bringing its online, video, and mobile departments together under the direction of newly appointed President Todd Anderman. Roger Munford, who is presently the general manager of Maxim Online, will take on expanded responsibilities, as he is taking the same title with Dennis Digital.

The intention is for Dennis Digital to have a greater impact on its target audience--18- to-34-year-old men--said Anderman, who will report directly to Dennis Publishing U.S. President and CEO Stephen Colvin.

"It was intuitive to bring these departments together as everyone--our [readers], our advertisers--expect more and more integration all the time," Anderman said. "Now we'll have to do our best to leverage each property against each other."

Men's magazine Maxim provides free video programming on-demand to Internet users via MSN's video streaming service. Maxim screensavers and wallpapers were the wireless industry's first to go platinum, according to a spokesman, who said that Sprint PCS Vision customers have purchased more than one million of them.

Under the Dennis Digital banner, the Web sites of Dennis Publishing's music magazine Blender and news publication The Week will be overhauled and built-out.

Dennis Publishing's four Web sites--maximonline.com, stuffmagazine.com, www.blender.com, and theweekmagazine.com--collectively draw 4.5 million unique viewers a month, according to a company spokesman.

All 36 employees who made up the separate departments will remain, and will now represent Dennis Digital, confirmed Anderman.

Maxim Mobile, which is made possible through a partnership with Airborne Entertainment, drew 1.2 million downloads in first-quarter 2005, a company spokesman said.

Todd Anderman comes from AmericanGreetings.com, where he served as senior vice president of sales and business development. Before that, Anderman was with eMusic, where he had a similar role at the online versions of such publications as Rolling Stone and Source magazine.