Seventeen Cuts Frequency to Bimonthly
Teen mag to focus on "key life moments" following leadership changes at the brand.
“We’re introducing a new six time per year frequency pegged to key life moments in our readers’ lives, like prom and back-to-school, while increasingly investing in a social-first approach to digital,” said a spokesperson for Seventeen.
This is the most recent change at the teen brand, whose editor-in-chief, Michelle Tan, was fired last month while apparently on pregnancy leave. Tan was replaced in the interim by executive editor Joey Bartolomeo.
Yesterday, it was announced that Joanna Coles, editorial director of Seventeen and EIC of Cosmopolitan, was promoted to chief content officer of Hearst Magazines. She is replaced by Michele Promaulayko.
These changes come amidst reports of reduced readership. The MPA 360 report for July 2016 found a 15.9 percent decrease in consumption across Seventeen’s print, digital and video channels since 2015.
Seventeen has a circulation of 2,000,585, according to AAM reports, and 9 million unique monthly views at seventeen.com, according to a spokesperson.