ACP ‘goes cold on Elle launch’
ACP may shelve its launch of Elle, The Australian is reporting.
The title – a joint venture with Hearst – was due to launch in the Australian autumn.
The move was announced in October at Nine Entertainment Co’s TV upfronts presentation to media agencies and advertisers.
However ACP MD Phil Scott, who did the deal, was ousted justthree weeks later.
The Australian is speculating that the women’s title will not now launch until next year.
This week it emerged that Pacific Magazines’ parent company Seven West Media is in early talks to buy ACP. The significant investment in a magazine launch would be unlikely in a business looking to cut costs for a sale.
ACP did not return Mumbrella’s request for comment
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Yes, now not the time for magazine launches. I was on a bus the other day and nobody was reading mazagines or papers, just looking out the windows or on smart phones!!
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GOOD magazines will always sell. A bigger problem here for magazines too is that the cream of the designers/writers/editors don’t aspire to work in that medium. Ask any aspiring young media graduate and I bet you magazines aren’t even on their radar. If mags aren’t attracting ‘talent’ now, things are going to get truly dire in the coming years…
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@KD – I agree. Good magazines will always sell. However, I’ve absolutely no idea whatever where you’ve picked up the idea magazines aren’t a destination of choice for talented writers and designers. I look around me and see nothing but top-shelf talent. Young, ambitious top-shelf talent. I’m 31 and old. Where else will they go? Online? Ever tried to get paid for that? You know, regularly? Advertising? Sure, that’s a destination too. So, we have two reliable stops for young writing and designing talent and while some copywriting is stunning, most of it’s doggerel so I know advertisiers aren’t snapping up the lot. And my experience with freelance copywriting is it’s not very well paid. Magazines reward much better in the lower and middle tiers.
Just my 2c.
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@Casper “Magazines reward much better in the lower and middle tiers”.
You must be kidding me.
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@ Casper… Yes, sorry, I’m not sure I understood a word of that.
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