The UK publishing house Dennis Publishing has rebranded its popular gambling magazine Inside Edge, changing the masthead to Inside Poker to better reflect the card game’s increasing prominence in the title.
Media Week informs that the magazine covered sports betting in general when it was launched in April 2004, and has since targeted more experienced gamblers than sister titles subsequently launched by Dennis like Total Gambler and Poker Player.
After a year on sale, and following a review of reader opinion and demographics, Dennis upped the poker content at the expense of all other sports.
Richard Downey, Inside Poker’s publisher, told Media Week that the name change was the last stage of the magazine’s editorial evolution that has increasingly featured advanced poker strategy and popular players.
The magazine posted an Audited Bureau of Circulation number of 15 672 in the January to June 2006 reporting period, a year-on-year growth of 3.7 percent, but sales subsequently fell period-on-period by 14.4 percent.
Dennis has also revealed that it is to launch a new business-to-business poker magazine titled InsidePoker Business, claiming that this will be the world's first poker magazine to have an exclusively business-to-business focus. The company is using the ICE(i) – IGE gambling exhibition at Earls Court Exhibition Centre in London to launch the new offering on January 27th.