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Grazia attempts to broaden demographic to men

The Australian edition of Grazia magazine is to start publishing editions for men.

The fashion weekly will launch its first 34-page  pullout alongside next week’s normal edition. It is planning “at least” two more men’s editions in 2013.

According to publisher ACP Magazines, the decision to create the men’s edition of Grazia comes “after much demand from its advertisers and readers”.

Grazia is licenced from Italian publisher Mondadori. It launched nearly five years ago with a ciruclation of around 70,000. In the last set of Audit Bureau of Circulations numbers, it recorded a figure of 43,872 which was a drop of 20% on the same time a year before.

Editor Amy Molloy took the helm of Grazia in July following the departure of Kellie Hush to Harpers Bazaar.

She said: “Men are just as hungry for style advice as women. We know many of our readers hand their Grazia to their other half when they’ve finished, so it seemed the natural next step to create a ‘his and hers’ issue.”

Publisher Robyn Foyster said: “This is an exciting opportunity to broaden our demographic,” says publisher Robyn Foyster. “It also gives advertisers a new platform for men’s products. Grazia readers use the magazine as a shopping list – it’s their authority on what to buy now – and we hope our male readers will trust us in the same way.”

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