Dennis Launches New Tech Mag

0212gizmo.jpgOver in the UK, Dennis Publishing is adopting the Flavorpill/Thrillist/Urbandaddy model for their newest product — a bi-weekly, e-mailed consumer technology mag.

The big innovation that Dennis is banking on? Integrated video and an “innovative digital format that allows the reader to view the products in 360 [degree] perspectives.” Editor is Ross Burridge (PC Pro) and editorial staff will be partially lifted from Dennis’ lads weekly Monkey. A copy of the new mag’s logo is shown at the right.

Launch date is skedded for March 11. Official press release is after the jump… but first, we’ve got to say that we’re surprised by the name Dennis chose. Gizmo? Pretty damn close to Gizmodo, wouldn’t you say? Especially given that Gizmodo has a prominent UK-based site with well over 20,000 visits a day. It’s an odd choice for Dennis, who are (intentionally?) courting confusion with the title, especially given the demo.

Dennis Publishing today announces the inaugural launch from its New Product Development team – the world’s first consumer technology digital magazine, Gizmo.

Launching on 11th March, Gizmo is a free, fortnightly digital publication delivered straight to the reader’s inbox. Taking the best elements of magazines, websites and broadcast and mixing them into a compelling ‘must-have’ showcase for consumer technology, Gizmo ignites consumer’s desires to purchase the very best in new products. The innovative digital format allows the reader to view the products in 360Ëš perspectives, zoom in on details, watch video reviews and see the product in action, accompanied by concise and snappy text and video editorial. Gizmo will use the same page-turning technology and video platform as Dennis Publishing’s award-winning men’s weekly Monkey.

Targeted at ABC1 men, aged 25-45, Dennis Publishing will initially bring into play its huge database of 1.5 million technology and lifestyle readers, with a higher than average disposable income and a registered interest in the market. Gizmo will offer advertisers rich media solutions with huge creative possibilities, click-through tracking and unprecedented potential for interaction. As a platform, Gizmo provides an accountable and highly effective advertising opportunity for consumer technology and lifestyle brands.

Ross Burridge has been appointed editor of Gizmo, having worked at Dennis Publishing for five years on a number of key titles. With a high profile in the consumer technology industry, he has most recently worked as Reviews Editor at PC Pro, as well as being the author of the Ultimate Guide to HDTV and Home Entertainment. Ben Raworth, NPD Editor in Chief, will also be working across the title with the NPD team.

Bruce Sandell, Head of NPD at Dennis Publishing said: “Delivered directly into consumer’s inboxes, Gizmo will create desire for the products featured and will bring a genuinely new format to the category. The brand will be focussed on immediacy, interactivity and innovation. We are bringing together the achievements in publishing Monkey, our digital expertise and Dennis’ heritage in the technology sector to successfully launch Gizmo.

Ross Burridge, Editor of Gizmo said: “We’re bringing an exciting mix of broadcast, online and print to readers desperately in need of clarity. By bringing products to life directly on the page, you no longer need to trawl the maze of websites and magazines to find out what’s really going on in the world of consumer technology.”