Curtain comes down on Scene magazine in favour of website

Scene, the niche fashion title from Get Seen Magazines, is to close with the publication of its December edition and reappear in electronic format as Scene Online in March.

Scene, the niche fashion title from Get Seen Magazines, is to close

with the publication of its December edition and reappear in electronic

format as Scene Online in March.



A few of the editorial staff may transfer to the online title but the

two advertising staff will be made redundant.



Scene never published an ABC and is thought to have had a tiny

circulation in comparison with established fashion brands such as Elle

and Vogue.



Earlier this year it lost its editor, Debbie Bee, who joined IPC to work

on the relaunch of Nova (Media Business, 15 November).



The proposal is to transfer the contents of the printed edition,

excluding ads, to the online version. Revenue will be generated through

e-commerce with links to retailers’ online shopping sites and fashion

houses’ websites.



Publisher Tony Franks sees a global audience for Scene Online. ’It will

reach the parts that other magazines don’t reach. We have done lots of

research and there is a huge market for it in the US,’ he predicted.



Other fashion websites have been hampered by the time it takes to

download pictures, an integral component of any fashion magazine. But

Franks is unperturbed. ’There are always doubters. They told the Wright

Brothers that their plane wouldn’t fly. Nobody realised how effective

the web was going to be,’ he said.



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