Ed Needham Replaces Keith Blanchard, Who Leads New Dennis Venture

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NEW YORK (AdAge.com) -- Dennis Publishing's Maxim today said it hired Rolling Stone's managing editor to lead its men's title, as the title's former editor in chief takes a new role within the company.

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The decision by Ed Needham, the managing

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editor of Wenner Media's Rolling Stone, to head to Maxim returns him to the so-called laddie magazine category, where he was editor in chief of Maxim's biggest rival, Emap's FHM, first in the U.K. and then here.

"My two years at Rolling Stone have been an incomparable experience," Mr. Needham said in a press release. "I'm looking forward to shaping the next chapter in one of America's most influential and iconic magazines." Today was Mr. Needham's last at Wenner.

Meanwhile, Mr. Blanchard moves upstairs to Dennis' executive offices as director of programming. He will be in charge of all Dennis' TV, radio and film projects, including a radio channel on Sirius Satellite Radio, and TV specials on VH1, NBC and ESPN. He will also work closely with the company's newly formed TV and film production unit, Moving Pictures DPI, which is being led by Peter Jaysen, formerly a partner at Creative Light Entertainment in Beverly Hills, Calif.

TV specials
A spokesman for Dennis was keen to note that Mr. Blanchard's new position is a promotion, and not merely a new title. Mr. Blanchard, the spokesman said, has been actively engaged in Maxim's TV projects, as executive producer of Maxim's Hot 100 specials, which aired on NBC and later on VH1, and an NFL Pro Bowl special on ESPN.

"This is something he has been doing for the last few years," the spokesman said. "Now he'll be doing it full time. He's been dying to do this."

Mr. Blanchard, who could not be reached at press time, will be in charge of developing creative programming ideas for the company, while Mr. Jaysen will execute the actual deals, the spokesman said.

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