Mental Floss Plans Expansion in 2014

Frequency to increase to 10 issues

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With its successful e-commerce site, a new YouTube channel and fast-growing website, Mental Floss has already expanded far beyond its roots as a quirky print magazine. In a memo this morning, Mental Floss co-founder and president Will Pearson announced that even more changes are afoot at the Felix Dennis-owned title.

First off was the appointment of co-founder and editor Mangesh Hattikudur to the role of chief creative officer. “It became clear that we needed Mangesh to guide the creative side of all divisions of the company full-time,” wrote Pearson, “and not just in the time he had to spare between editing each issue of the magazine.”

As CCO, Hattikudur will be overseeing a number of new initiatives, including the launch of two new shows on the Mental Floss YouTube channel, which has gotten nearly 700,000 subscribers since launching in March; plans to double the volume of the brand’s digital content and build its digital team; and the expansion of the Mental Floss e-commerce site, which saw record sales this holiday season, according to Pearson.

Along with all the digital focus, the print magazine will also continue to grow in the coming year. New editor in chief Jessanne Collins is planning to make several editorial hires, said Pearson, and following 2013’s frequency increase from eight to nine issues, the magazine is planning an increase to 10 issues at the end of 2014. “It’s the Dennis philosophy to build profitable circulation, and we’re fortunate to be part of a company that really gets that,” wrote Pearson.

@adweekemma Emma Bazilian is Adweek's features editor.
Publish date: December 11, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT