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
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
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.