Shop til you drop to go digital, with only a quarterly print edition

Shop Till You Drop Just one year after a major print relaunch, women’s magazine Shop Til You Drop is to move from a bi-weekly magazine to fortnightly digital product, with as many as 15 redundancies expected to follow as a result of the changes.

The changes sees the publisher Bauer Media move the print edition to a quarterly having only made the decision to take it bi-weekly from monthly last June, however the company said in a statement this morning that it would still have a fortnightly digital edition.

“Our investment in Shop assures a strong future for the brand and reflects the way consumers are digesting this type of content,” said Sebastian Kadas publisher of the magazine, in a statement.

“We are committed to creating strong magazine brands and communities that come to life across a variety of platforms. Recognising changing media habits, resourcing and evolving these brands to meet the ever-changing needs of consumers is key to ongoing success.”

The company also moved to dampen speculation about the impact of the changes and in particular reports that editor Alexandra Carlton would depart. “We have just announced this and are now looking at options across the company and also staffing for the quarterly,” said a Bauer spokesman. “No decisions have been made as yet. Everyone is still employed and working on the current issue as the changes do not take effect for another month.”

At the time of publishing Carlton had not responded to requests for comment however, staff at the magazine have told Mumbrella that she will leave the magazine but may stay within the company.

In the last set of Audit Bureau of Circulation figures in May the magazine had dropped around 5,000 copies since the previous quarter, with sales on just over 35,000. The magazine employs around 20 people.

The new digital focus of the publication comes after a relaunch of its website earlier this year.

Tony Kendall, director of sales for Bauer Media said: “For advertisers this is a clear sign that Bauer Media continues to evolve as a business as we offer a consumer first strategy that delivers a successful digital network that complements our dominance in print; while creating meaningful brand connections with Australian women, well ahead of every other media company.

“The investment in Shop will produce highly personalised products for women 18+ and provide advertisers access to amazing content and data opportunities.”

The changes come into effect from October 1.

Nic Christensen


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