THE BOOK OF LISTS: The 10 Magazines that closed in 2001

campaignlive.co.uk, Monday, 17 December 2001 12:00PM

1. Woman's Journal



The future of Woman's Journal seemed assured two years ago. The new

editor, Elsa McAlonan, received instant plaudits for her revamping of

the title, but the the industry had spoken too soon. Circulation gains

turned out to be almost wholly dependant upon expensive covermounting

and when this ceased the title nosedived. IPC fiercely denied that the

title was due to close in the summer but the arrival of AOL signalled

the end for this 74-year-old.



2. Woman's Realm



This veteran title finally succumbed to shrinking circulation when it

was folded into stablemate Woman's Weekly in June. The IPC battleaxe

clearly lacked the vitality of rivals such as H Bauer's Take A Break or

That's Life, which proved better able to defy the downturn in

traditional women's weeklies. Not to worry. IPC could announce that the

editor, Mary Frances, would move straight on to the launch of ...



3. Your Life



Backed by a two-month ad deal with Procter & Gamble, Your Life never

seemed likely to survive the end of that honeymoon period. Rumours of

imminent closure began even before the guaranteed ad revenue ran out.

IPC responded with a glossy relaunch and an above-the-line campaign

through Roose & Partners but Your Life had ended within a month of the

AOL takeover.



4. Nova



IPC declared itself satisfied with Nova's debut circulation of 75,142.

But the revived 60s fashion title was not hot enough to ward off the

chill winds starting to blow through the ad market by May. With IPC

Southbank moving to trim costs, Nova failed to make the cut.



5. Star



A bright start and plenty of hype couldn't prevent Star going the way of

5ive, Boyzone and Take That. Apeing the format of OK! and Hello! was a

bold move for the teen market, but youngsters preferred the adult

versions.



6. Mondo



Describing itself as an intelligent hedonists' handbook, Mondo was

neither intelligent nor hedonistic enough to truly stand out. Despite

some energetic spin from the publisher, Cabal, the title went the way of

all flesh in June - a month which proved something of a glossies'

graveyard.



7. Later



There may prove to be a market for mature lads' mags, but Later rarely

looked like finding it. With the Loaded brand itself in trouble, this

older spin-off was another June casualty.



8. Hot Air



Its suspension may yet prove temporary but the disappearance of the

award-winning title from Virgin Atlantic cockpits was a shock to the

contract publishing industry - and evidence of the potential crisis

facing the inflight sector after 11 September.



9. Sky



Emap tried just about everything it could for this title, moving from an

experimental unisex strategy to traditional fleshy lads' mag. Perhaps

that was the problem. In any case, Sky's limit proved to be June, when

it folded the same week as rival Later.



10. Kingsize



Billed as the monthly Kerrang! that would shake up the Qs and Mojos of

the world, this monster of rock came and went quicker than a Guns N

Roses drummer. Final curtain call came in August.



This article was first published on campaignlive.co.uk

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