Grazia editor aims to go ‘beyond Sydney CBD’ to reverse circulation decline

kellie hush graziaThe new editor of Grazia, Kellie Hush, has said she aims to broaden the appeal of the title beyond Sydney’s CBD in an attempt to reverse the fashion magazine’s circulation slide.

“We have to appeal to 19-45 year olds not just in Sydney’s CBD, but also in the western suburbs. The same applies in Melbourne and other cities,” she told Mumbrella.

ACP Magazines launched Grazia in partnership with Hearst Magazines International under license from Italian publisher Mondadori in 2008. However, in February this year Grazia posted worst-yet circulation figures, falling 19% in a year to 53,511 weekly sales.

“We have got to make sure the magazine appeals to a wider audience. That’s my focus. We can’t just be a city metro mag,” Hush said.

The former Sydney Morning Herald fashion editor said that she has met with Mondadori as well as the Grazia UK team, and had the “full support” of ACP MD Phil Scott, who hired her in February.

“My initial goal is to drive circulation. A lot of that is to do with making fashion more affordable. I’m feeling absolutely positive about the task ahead.”

As part of her plans to breathe new life into the title, Hush has hired Thelma Quillan as fashion director, her first key hire.

Comments


  1. Al
    18 Apr 11
    5:06 pm

  2. Agree! Parramatta Westfield & Castle Hill Towers have some of the highest foot traffic

  3. anom
    19 Apr 11
    8:41 am

  4. finally someone who understands the need to broaden the title – good luck!

  5. Em
    19 Apr 11
    10:56 am

  6. About damn time someone realised that people outside of the CBD wants to get involved in fashion!

    Case study: Women’s Health mag ran an event in Tamworth and sold the whole thing out at about $60 a pop – 4000 people!

    Broaden your scope and you will win big time!

  7. oonagh r
    19 Apr 11
    12:16 pm

  8. Well, if she wnts to have “appeal” outside Sydney CBD and to 19 year old + maybe she would want to change the clothes flaunted on the fashion pages from designer makes costing thousands to am, more affordable brands ??