GQ Active to appear quarterly as sales fail to reach target

Conde Nast is to reduce the frequency of its male health title, GQ Active, to four times a year and will package it with its sister title, GQ.

Conde Nast is to reduce the frequency of its male health title, GQ

Active, to four times a year and will package it with its sister title,

GQ.



Launched in May 1997, GQ Active has been published ten times a year so

far and registered a circulation figure of 65,069 at the last round of

Audit Bureau of Circulations six monthly figures (to June 1998),

slightly below expectations of 70,000 which were quoted at its

launch.



Nicholas Coleridge, managing director of Conde Nast, claimed: ’It’s a

way of making more impact and more money. It will be run as a separate

magazine with a separate team and banded to GQ four times a year. At the

same time, pagination is being increased.’



He said that there were no plans to fold the magazine into a section

within GQ, where it had originated from, and added that there was a

publishing programme in place for the title until the end of 2000.



Next year, the title will come out in February, April, July and

November.



Following the change in frequency, three members of staff have been made

redundant and two have moved to other titles. Simon Mills, the

magazine’s editor, has gone freelance but remains a contributing editor,

while deputy editor, Simon Tiffin, takes up the editor’s seat.



The men’s health and fitness market is led by Rodale Press’s Men’s

Health, which chalked up a circulation increase of almost 31 per cent

year on year to 245,659 in the six months to June 1998.



The National Magazine Company is gearing up to launch into the market

with Zest for Men on 19 October, to be marketed as an alternative to the

existing titles, appealing to ABC1 25- to 38-year-old men with busy

lives who want to eat and live well without becoming over-fanatical.



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