Mental Floss Magazine Expands Into E-Commerce | Adweek Mental Floss Magazine Expands Into E-Commerce | Adweek
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Mental Floss Is Not Just a Magazine Anymore

Selling Pluto T-shirts and beer-tasting kits

Photo: Laura Barisonzi


Specs
Who Co-founders William Pearson (l.) and Mangesh Hattikudur
What Magazine and e-commerce business
Where New York offices

Mental Floss is known for its engaging Wikipedia-like articles (“How Many Languages Is It Possible to Learn?”) that nourish the mind. Few realize the Dennis Publishing bimonthly has a robust e-commerce arm with 1,300 products from T-shirts to beer-tasting kits. Here’s how it all began: After Pluto lost its planetary status, a reader wrote in: “You guys should make a shirt that mourns the loss of Pluto. It should say RIP, but instead of Rest in Peace, it should say ‘Revolve in Peace: 1930-2006.’” The title took the advice to heart, and its business has become a shooting star, with sales projected to hit $2.5 million this year.

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