dennis publishing

etv online have provided commercial insight, strategy, creative and development for a series of publishers, media owners, brands and agencies; helping them leverage rights across multiple platforms including mobile.

While glossy 'men's' magazines may come and go Viz remains steadfastly different. Few other titles inspire the same level of loyalty and passion amongst their fans and this has led to the magazine’s readership maturing in tandem with the title. In 1997 Viz launched the hugely successful cult classic ‘Roger's Profanisaurus’ a compendium of profanity, featuring the foulmouthed Viz character Roger Mellie, the man on the telly.

The Profanisaurus has been largely contributed to by readers who are somewhat surprisingly predominantly ABC’s aged 36, independent, individual, intelligent and affluent. Making them ideal candidates for mobile applications.

etv online launched the Viz profanisaurus App in November 2009 giving the cult classic a new lease of life on mobile and providing Dennis with a previously untapped revenue stream.

The iPhone application lets users generate random profanities using the accelerometer (giving it a shake), browse the entire Profanisaurus from A-Z, upload entries to Facebook or send them to friends via email, as well as enabling them to submit their own entries directly to Viz.

There are a number of reasons why the application has been a huge success; the dedicated fan base, nature of the content, ability to spread content via Facebook and email have all contributed to a significant amount of downloads and 4 star rating on iTunes.