- Wagadon is effectively closing its monthly up-market women's title Frank and relaunching it as a quarterly magazine with a new look and direction.
The revamp sees independent publisher Wagadon exit the women's magazine market and concentrate on the style sector, where it has found past success with both the Face and Arena.
The new-look Frank is to be a fashion-led urban lifestyle title, similar in approach to the Arena spin-off, Arena Homme Plus. The June issue, to be published on May 20, will be the last issue of the magazine in its current format. The first issue of the new look will appear in September.
Frank was launched in 1997 as an intelligent women's fashion title, but it failed to establish itself in the highly competitive women's market. Its six-monthly ABC to December showed it had recorded average sales of only 37,233, compared to 173,081 for Emap's Red, which launched at roughly the same time.
Nick Logan, editorial director, at 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 the company does best. From the experience we've gained in the past 18 months, we believe there's a gap for an intelligent fashion and style title outside of the monthly cycle."
He added: "This is something that best plays to our strengths. As a quarterly, the new Frank will build on the culture and values traditionally associated with Wagadon - innovation, style, intelligence and great design."