The Look and Fashion 18 are closed
St. Joseph Media has suspended publication of Fashion 18 and The Look after the distribution of their quarterly issues in mid-November.
Fashion 18 was a very popular ("The Canadian teen's best girl friend"), but apparently underperforming teen fashion title and it is not altogether clear whether it will carry on as a web-only brand in the way that Elle Girl and other teen titles in the U.S. have.
The Look was a remnant of Multi Vision Publishing which merged with Key Media properties to become the consumer publishing division of St. Joseph. It was always a bit of an orphan in a company that was putting its emphasis on its mainstream Fashion title.
"Despite excellent editorial product, advertisers’ support – although favourable – has not reached the levels needed to sustain them. “At this time, we do not see a path to profitability for these titles,” explained St. Joseph Media President Donna Clark. “Given St. Joseph Communications’ numerous growth opportunities and business priorities, we are suspending FASHION18 and The Look.”
Fashion 18 was a very popular ("The Canadian teen's best girl friend"), but apparently underperforming teen fashion title and it is not altogether clear whether it will carry on as a web-only brand in the way that Elle Girl and other teen titles in the U.S. have.
The Look was a remnant of Multi Vision Publishing which merged with Key Media properties to become the consumer publishing division of St. Joseph. It was always a bit of an orphan in a company that was putting its emphasis on its mainstream Fashion title.
"Despite excellent editorial product, advertisers’ support – although favourable – has not reached the levels needed to sustain them. “At this time, we do not see a path to profitability for these titles,” explained St. Joseph Media President Donna Clark. “Given St. Joseph Communications’ numerous growth opportunities and business priorities, we are suspending FASHION18 and The Look.”
posted by D. B. Scott at
9:41 pm
3 Comments:
"Given St. Joseph Communications’ numerous growth opportunities...we are suspending FASHION18 and The Look.”
Yup, sounds like growth to me.
Hmm, that's the 3rd title they've dropped in just over a year.
They're just cutting their weakest performers that had little proven potential to improve (by their analysis), freeing up money and management resources to develop higher return projects. It's unfortunate for the staff directly involved (most of whom worked and will continue to work on multiple titles anyways. These two cookie cutter fashion mags will be quickly forgotten. A key question will be whether the ad revenues they once captured will go to support other lifestyle titles or disappear/shift completely from the print world to other media (i.e. web/promo/event, etc.)
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