Ford assigns branded digital magazine to Dennis

LONDON - Ford has become one of the first major UK advertisers to roll out a branded digital magazine through Dennis Publishing's customer publishing division.

The car manufacturer has appointed Dennis to create a title promoting its S-Max model, using the same format as the publisher's digital consumer men's magazine, Monkey. The two companies have been liaising on the project since last year.

Dennis is also working on digital projects for the Sony PlayStation brand.

The dedicated customer publishing arm was founded to formalise new business ventures. It will produce both digital and print magazines, and is being led by Tim Farthing, who was previously group ad sales manager for Maxim and the gambling division of Dennis.

Dennis claims that digital will be a key area for growth in the customer publishing arena as environmental concerns become more important for brands. Additionally, the digital format offers marketers the chance to create different versions of any magazine to target different markets.

Ford already has a significant investment in customer publishing. In the latest ABCs, Ford Magazine, produced by Forward Publishing, posted the highest circulation in the automotive sector, debuting at 535,470.

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