Frank down to four issues annually as Wagadon refocuses

Wagadon is to cut its up-market women’s magazine, Frank, to four issues a year, just five months after closing its men’s magazine, Deluxe, due to poor circulation.

Wagadon is to cut its up-market women’s magazine, Frank, to four

issues a year, just five months after closing its men’s magazine,

Deluxe, due to poor circulation.



Frank was launched in September 1997, aimed at intelligent, upmarket

women aged 25 and over. Its target circulation was around 100,000, but

the most recent ABC audit revealed a circulation of just 37,233 for the

six months to December 1998.



Nick Logan, founder and editorial director of Wagadon, said: ’We’re

withdrawing from the women’s monthly market - in which, as an

independent, it’s been hard to make an impact - in order to concentrate

on what we do best.’



Lou McCleod, Frank’s publisher, explained: ’We thought we had it right,

but the market’s changed completely. Editorially, Frank was a little bit

worthy when it launched.’ Commenting on the altered magazine, McCleod

said: ’It will take the best parts of Frank and make them better.’



The reduced frequency has been met with disappointment from media

agencies who had hoped that the title would transform a lacklustre

women’s monthlies market. Laura James, head of press at New PHD, said:

’It’s a shame because from an advertiser’s perspective, choice is a good

thing and editorially it was beginning to take shape.’



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