ACP boss Matt Stanton
New ACP Magazines boss Matt Stanton has used his first public outing to signal that he will be closing more titles.
The comments from Stanton – at a Sydney media lunch to spruik flagship title Australian Women’s Weekly – came just a fortnight after ACP closed men’s title FHM.
Stanton told the audience: “The global economy and fluctuating consumer confidence will affect our business, and your businesses. We can’t stop that happening. What we can do, however, is making sure ACP brands remain relevant to Australian consumers and advertisers going forward.
“In summary, what does this mean? We will continue to create, curate and commercialise our content in an even more targeted and progressive way. We will continue to launch new magazines as we will do with Women’s Fitness and reinvent old magazines as we’re just doing now with PC User moving into Tech Life.
“We will also make some tough choices as well, and there are tough choices out there. We will close some magazines down which we do not think are relevant going forward or we can see are commercially viable. We will have to do those choices.
“We will continue to invest in research. And we will continue to look to leverage our brands and communities across the relevant platforms.”
Stanton also talked about AWW’s growing strength on platforms including the iPad, and the average two hours per reader spent with the magazine. He said: “Advertisers’ emphasis on reach has been allowed to overshadow engagement ,which is magazines’ real strong suit.”