But editor-in-chief Ben Raworth was most surprised by Monkey's readers: 60% are from the ABC1 demographic group, with an average age of 27.
Almost two-thirds are homeowners who appreciate a huge range of subjects rather than just "girls and gadgets".
"I was there at the beginning of the lads mag thing and it was exciting," says Raworth, who worked at both FHM and Loaded before joining Monkey owner Dennis Publishing as head of new product development in April last year.
And it's a push that has already found favour with Dennis's feisty owner Felix Dennis because, according to Raworth, Monkey is the first Dennis title to hit its launch target ahead of schedule.
, though, there are plenty of reasons why his
new product is racing ahead.
The e-zine format challenges traditional magazine design ideas and it is starting to work well with advertisers.
"Readers are beginning to perceive good ads as editorial," says Raworth
"E-zines are changing the way we do editorial," Raworth