Condé Nast Shutters Print Edition of SELF
Exec digital director Carolyn Kylstra named editor-in-chief of the now digital-only wellness brand.
After 37 years, Condé Nast is shuttering the print edition of Self and taking the brand digital-only, the company announced today.
Editor-in-chief Joyce Chang, who took the helm in 2014 after arriving from Hearst's Cosmopolitan, is leaving the company, a Condé Nast spokesman confirmed to Folio:.
A privately held company, Condé Nast does not publicly disclose financials, but the announcement comes as the publisher is undoubtedly facing pressure to supplant declines in its print business with growth on the digital side, especially in video content.
The magazine actually saw a marked increase in print subscriptions during Chang's tenure, according to data from the Alliance for Audited Media, but newsstand sales have fallen off considerably, down 71 percent since December 2013.
Succeeding Chang as editor-in-chief of the now-digital brand is executive digital director Carolyn Kylstra, who was promoted after overseeing several months of record-breaking traffic, culminating in a full-scale web relaunch in September.
Kylstra joined Condé Nast in late 2015 after spending about a year as Buzzfeed's health editor, but she is no stranger to magazine media, having held editorial positions at Men's Health, Cosmopolitan, and Women's Health prior to her tenure at Buzzfeed.
“Carolyn has played a pivotal role in refining and focusing Self and understands how to create content that excites and inspires our audiences," said Vogue editor-in-chief and Condé Nast artistic director, Anna Wintour, in a statement.
Self has experienced triple-digit growth in video viewership this year, according to Condé Nast, and has broken its own monthly traffic records four separate times.
Although the February 2017 issue of Self will be its last in regular frequency, Condé Nast has left open the possibility to produce special print editions around "health and wellness-related moments throughout the year," according to a release.
Last year, Self's marketing and sales teams were combined with Glamour's and reorganized under Glamour publisher Connie Anne Phillips, a move that precipitated the departure of former Self publisher Mary Murcko.
The magazine becomes the second victim of attrition in Condé Nast's print portfolio in as many Decembers, as the announcement comes about one year after the company shuttered Details after 33 years in print. Unlike Self, which will remain a distinct brand, Details was folded into GQ.
“By re-imagining how Self creates content and how we distribute it, we are uniquely positioned to give consumers more of what they love while creating innovative and engaging opportunities for our advertising partners," said chief business officer Jim Norton — who joined Condé Nast from AOL in October — in a prepared statement.