Pacific Magazines sells K-Zone and Total Girl as it looks to re-launch Girlfriend as mobile-first
Pacific Magazine has sold youth titles K-Zone and Total Girl to special interest publisher Nextmedia while Girlfriend is set to re-launch with a mobile first strategy.
Gereurd Roberts, Pacific Magazines CEO, said: “Our Youth titles have always been very close to our hearts. The brands are innovators and have always attracted some of the country’s best publishing talent – and the external interest in this sale speaks to the strength of both.
“We have, however, been reviewing our strategy with a view to refocussing our efforts on the major consumer and advertising categories – Food, Family, Home, Fashion, Beauty and Health – and it is within this framework that we have assessed the sale proposal. We believe both titles will flourish under Nextmedia.”
The focus on six pillars echoes that of Bauer Media’s restructure which has seen it focus on five pillars.
The sale has seen eight staff move to Nextmedia including editor-in-chief of the youth portfolio Daniel Findlay.
No redundancies have occurred at this point with 13 roles, aside from the eight which have moved across to Nextmedia, have been impacted across editorial, marketing and advertising with Pacific Magazines looking to identify new roles for these staff members with three of the 13 roles already redeployed.
The changes will see Girlfriend’s print frequency change to being “seasonal and trend-based” with the brand undergoing a relaunch early in 2017.
The changes to Girlfriend follow on from Bauer Media relaunching rival magazine, Dolly, as mobile-first and bi-monthly.
Roberts said: “Girlfriend is the country’s leading teen brand and we’re making these changes to remain as number one. Girlfriend has a proud past and a very bright future here at Pacific, with iconic campaigns such as Girlfriend Model Search absolutely continuing.
“The new Girlfriend will redefine how media brands and clients communicate with this audience. We look forward to unveiling Girlfriend’s new strategy, investment in digital and a multi-platform redefinition in 2017.”
Current editor of Girlfriend, Tamara Davis, has been appointed as content director and will lead the brand’s new strategy.
Tamara Davis says: “Since inception, Girlfriend has a history of evolving with its audience. The changes announced today reflect our commitment to continue to do so.
“It’s time for a new go-to brand, developed directly for today’s Gen Z female audience – who is drastically different from her Millennial predecessors. We understand the nuanced shifts in her drivers, motivators, values and consumption habits.
“Based on this understanding, we’re evolving when, where and how we communicate – and will unveil a reimagined Girlfriend brand, a keepsake print format and a more sophisticated content approach early in the new year.”
Emily Sak, head of insights and strategy, Pacific Magazines, said: “For the last six months, we’ve researched the needs of young women in this demographic. The strength of Pacific’s brands lie in an unwavering commitment to deep consumer understanding – and using these insights to engage and evolve with our audiences.
“It is clear that pace of change in this market has never been faster, and as our consumers evolve so too will our brands.”
Earlier this month Nextmedia also picked up the license to publish Prevention.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin
Best of luck to the transferred and redeployed staff.
Aspects of this were reported in the Daily Telegraph a week and a half ago – I’m really surprised it’s only appeared on Mumbrella now…
User ID not verified.
Further evidence that Pacific has little strategy other than to copy Bauer.
User ID not verified.
I’m not sure if the ‘no redundancies’ statement in this article is correct – it’s not what I’ve heard…
User ID not verified.