The 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.