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
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.
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
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'
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.
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.
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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