Lads' Magazine Boasts £90million Company!

Small Businesses Ideas 066

Name: Felix Dennis.

Age: 51yrs.

How Idea was Launched: Felix began his empire, Dennis Publishing, twenty-five years ago. He started by spotting new markets for computer magazines. But it wasn't until 1995, when a daring new product was launched, that the empire entered the truly rich league.

Felix launched a new magazine, which was to eventually take America by storm. The lads' magazine, Maxim, is a British cocktail of sex, sports, beer and gadgets.

It captured 800,000 American readers in just over one year. That figure exceeded all forecasts. Other publishers had agonised over whether to venture into the American market place with a British lads' magazine, Felix took the risk and it paid off for his London-based company, Dennis Publishing.

Earnings: A turnover of more than £70million and was worth £90million in 1998.

Spin-offs: Felix has a new venture in the multi-media world, Dennis Interactive. The business is making serious money and may be floated (1999).

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