Newsstand Loses Gossip Magazine, Teen Title
Meanwhile, teens devoted to Elle Girl will still be able to find the publication online and in wireless formats, but will no longer find the publication in their mailboxes or on the newsstand following the June/July issue.
Whereas Celebrity Living focused on lives and loves of the rich and famous (think Brad and Angelina, Jen and Vince), Elle Girl offers its teen audience hair, fashion and dating advice, as well as TV and movie news, and celebrity interviews. The news of the closures comes on the heels of last week’s announcement by Conde Nast of plans to shutter men’s shopping magazine, Cargo.
Launched in April of last year, Celebrity Living was to supposed to serve as a complement sister publication Star, but with a less "frenetic" pace. One of several weekly magazines launched in past several years with a newsstand priceof under $2 an issue, Celebrity garnered a rate base of 225,000, but failed to come close to the 1 million-plus circulations of rivals, People and US Weekly.
American Media CEO David J. Pecker, who coincidentally is the former president and CEO of Hachette Filipacchi Magazines, also announced this week that the Enquirer will abandon plans to fully relocate operations to New York and move back to Boca Raton, Florida. AMI also will close Shape en Espanol and automotive title MPH.
Additionally, Elle was twice named on the Adweek "Hot List", recognized by Delaney Report as the "Best Publication." Elle also brags on its Web site that sales of its magazine were up 27 percent in the first half of 2005, more than three times the growth of competitors, such as Seventeen, CosmoGirl, Teen Vogue and Teen People.
Still, Elle Girl was struggling behind other teen titles including Teen Vogue, which has a paid circ of just fewer than 1.5 million, and Cosmo Girl, which has a circulation of almost 1.4 million. Teen Vogue generated more than double the ad revenue of Elle Girl at $77.7 million last year, up from $35.6 million in 2004. Teen People generated $66.9 million in ad revenue last year up from $66.6 million in 2004.
"It is always unfortunate to have to close a magazine, but today, the teen market is increasingly fragmented," said Jack Kliger, president and CEO of Hachette Filapacchi, in a letter to his employees regarding the restructuring of Elle Girl.
"To effectively reach these girls, we must invest in the media where they spend most of their time and where we see our greatest growth potential."
Ellegirl.com, which was actually launched before the magazine and has tripled its unique visitors and doubled page views and ad revenue in the last year, will become the brand’s cornerstone. Hachette also has plans for an extensive redesign, expanded content and increased staffing for the Web site. The brand also will be used in ring tones and wireless communications.