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Weight Watchers magazine to be published by Edge following Bauer axe

Weight Watchers Australasia has appointed Edge as its content and publishing agency, which will include the publishing of its monthly magazine and cookbooks.

The magazine title was dropped by previous publisher Bauer in November last year, following the decision from CEO Paul Dykzeul to close the German-owned company’s custom publishing arm.

Edge will also manage the commercial and media sales for the publication.

The agency will be recruiting for two new roles following the account win, including a senior editor to work across social, digital and print along with a designer.

The Weight Watchers account is considered to be one of the biggest custom publishing accounts in Australia. The last time the magazine was included the Audited Media Association of Australia’s (AMAA) magazine circulation audit, it listed a circulation of 36,435.

Baeur pulled out of the AMAA’s magazine circulation audit in December 2016, so no more recent figures are available.

As of February 2017, less than 20 magazines remained in the audit.

Prior to sitting with Baeur, the magazine was published by Pacific Magazines’ custom publishing arm, Pacific+.

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