Grazia to relaunch as digital-only product, three years after Bauer closed struggling magazine
Fashion title Grazia will be returning to Australia as a digital-only product, without a print presence, and with its new publishers asserting the relaunched title will become the number one women’s platform for style.
The title was closed by former publisher Bauer Media in February 2013 after the magazine’s circulation struggled.
Marne Schwartz, formerly of Bauer Media, has partnered with former hedge fund manager Nicole Keats Torrence and investor Peter Howarth to relaunch the title.
Grazia.com.au will focus on luxury and high street fashion, beauty, culture and entertainment. The website will have a flat editorial structure with no one editor, instead market editors across its key topic pillars.
Torrence said, in a statement: “Grazia returns to the Australian market as a cult fashion title with a strong new business model that reflects the technology savvy media world we live in.
“The launch phase will target digital consumers in innovative forums with over 110,000 brand subscribers targeted. Grazia will become the number one women’s platform for style, driving consumer engagement in our market.”
Schwartz has confirmed Grazia as the official media partner of Mercedes-Benz Fashion Week Australia, which will see the title covering Fashion Week in multilingual video and social formats.
He said, in a statement: “It is a testament to our modern approach to content design and data capabilities that IMG Fashion has chosen to partner with Grazia for this kind of international coverage – an Australian first.
“This partnership will allow us to immediately re-join an international fashion conversation delivering relevant and targeted content to readers.”
It will launch in the second half of April and Mumbrella understands the site’s audience will be audited.
Miranda Ward
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I hope no one is spending too much Marne on this.
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‘The site’s audience will be audited’? Plz explain.
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I think Miranda means the traffic will be audited. Big difference from auditing an audience, which is basically impossible to audit so relies on best-practice statistical estimation.
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