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MediaBuyerPlanner: Stuff magazine, which toned down its sex and dirty jokes in 2005, is getting another makeover in order to present men with what editor in chief Dan Bova calls an "updated lifestyle."
The June issue will include a new column called Tricked Out, which shows guys how to "pimp" out everything from car stereos to media rooms, and an improved travel suggestion that covers expensive getaways, writes Mediaweek.
The Vice section, which included a Drinks, Pranks, Mayhem and Neighborhood Knockouts page, has been axed.
The updates are intended to raise the median household income of its male readers from $66,000 to $70,000 and to bring more luxury advertisers into the fold. Some have already begun to appear, such as Puma's luxury line, Sprint's phone/music player and Pioneer Electronics.
Stuff's circulation declined 4.8 percent to 1.2 million in the second half of 2006. Newsstand sales were down 34.9 percent.
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