NEW YORK — Laddie magazine Stuff is reaching out to Hollywood.
Editor in chief Greg Gutfeld will begin splitting his time between Gotham and the West Coast as director of brand development for the mag, a newly created position.
With the help of tenpercentary Endeavor, Gutfeld — a publishing prankster whose humor at times rankled his superiors — will expedite print-to-screen programming, such as “The Guy and His Stuff,” a column that is being developed for interstitials on Viacom’s men’s net TNN — recently renamed Spike. The column showcases celebs like Anthony LaPaglia, Chris Weber and David Lynch discussing their — yes — stuff.
Another possibility is “The Bathroom Tapes,” a Stuff favorite that features scripts from taped conversations in ladies’ rooms. “I’d like to turn it into something like ‘The Vagina Monologues,'” Gutfeld said. “Or it could be a cartoon.”
Replacing Gutfeld is Maxim executive editor Mike Hammer, who in turn will be replaced by Greg Williams, editor of Maxim Fashion, a bi-yearly publication. Both Maxim and Stuff are published by Dennis Publishing.
Maxim and Stuff have led the so-called lad mag revolution on these shores over the last few years, putting pressure on older, less frisky titles like Details, GQ and Men’s Journal. Yet Maxim remains the big brother of the family — which also includes lad title Blender — with a rate base circulation of 2.5 million. Stuff has a circulation of 1.1 million; last year newsstand sales were up by 18% to 501,678.