Sibella Publishing seeks new owner for weak Jaunt title

LONDON - Sibella Publishing, which launched the women's magazine Jaunt last July, is in talks with two major publishers about selling the title.

The publisher has denied suggestions that it is closing down the title due to difficulties in sustaining its intended 60,000 circulation.

Industry sources suggested that Sibella had decided to close the magazine after six issues. Its subscriptions service is already offering readers a refund if they have taken out a full year's subscription.

John Perry, the managing editor of Sibella, said: "We are in the sales process. We launched with independent shareholders in it to make money and had approaches from the first issue."

Jaunt, which targets 28- to 35-year-old women "who love the glamour and excitement of mini breaks", was planned as the first of a series of titles from the fledgling publisher. The magazine launched with a cover price of £3 and the strapline: "Something for the weekend."

It seems unlikely that Sibella plans to push on with the further launches this year. It has vacated its London offices after deciding to dispose of Jaunt.

Sibella hired Publicis to create an ad campaign for the magazine's launch and used the ad agency's contract publishing arm, Blueprint, to handle sales for the title. However, it ended the relationship with Blueprint in December.

Jaunt is edited by Tammy Butt, a former editor of More! and deputy editor of In Style.

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