Morrison Media strategic review sees four titles close and two launch

Morrison Media, the publisher of popular woman’s magazine Frankie, has closed and launched a number of magazines as part of a strategic review.

Bimonthly magazines Trail Bike Adventure and Australian Longboarding Magazine, and annual titles Snowboarder and Powder Hound have folded, resulting in a number of redundancies.

All four titles have been running for more than a decade.

However, Morrison has launched a mining title called Shaft, which is to be edited by the former editor of Trail Bike Adventure Tom Foster.

Also launching is quarterly surfing magazine White Horses.

Meanwhile Morrison’s mens magazine Smith Journal, which launched in August of last year, is to increase its frequency from biannual to quarterly. The third issue of the title comes out in June.

Overall, the changes see the company’s magazine portfolio and headcount shrink by around 10%, according to general manager Craig Sims.

The company currently employs around 50 staff.

Sims told Mumbrella: “Over the Christmas break we assessed our situation and decided on a change in strategy that reflects our understanding of the current media landscape. We wanted to focus on our larger, more successful magazines, and shelve or sell our less profitable titles.”

“The titles we’ve closed were established and stable – but only marginally profitable. All four magazines published 14 issues a year, which we’ve pretty much replaced with Shaft alone, which will be 12 issues.”


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