He needs to find out who he is trying to sell to, then ask Stuff Magazine for their media kit to find out how many and what demographic (ages, income, etc.) reads it. Then determine the cost of the ad, then determine the cost per point or impression, then make a decision on whether or not it is cost effective. For all I know he owns a multi-billion company and is smart as hell with advertising, but if he wants a heads up on it all, PM me. http://www.stuffmagazine.com/ad_info/mediakit_2004.pdf
yeah, its an ok pop culture mag for young guys. find out their audited paid subscriber numbers before commiting.