Grazia: 10 years on

This week Grazia is celebrating its 10th birthday. So, a decade since the fashion mag first came to life, how is it faring as the magazine industry witnesses some of the toughest challenges in its history?

Launching in 2005 with a print run of 155,000, Grazia has since become one of the UK’s most-loved glossies for the fashion-obsessed and lifestyle-conscious woman.

Having managed to build a successful relationship with 25-35 year old women across the country, in its first four years of publication Grazia saw sales peak at 230,000 in 2009; however, like a large number of other popular magazine titles, has since seen a gradual decline in sales.

Despite a noticeable slide in print circulation, Grazia’s digital proposition seems to be helping the brand maintain a solid position in the British magazine market – and is matching that of some of its biggest competitors with an average weekly digital circulation of a little under 4,200, following a 5.6% increase over the last six months.

While the latest consumer ABCs reveal a -3.7% decline in combined print and digital circulation for Grazia, the figure is modest in comparison to some. Between July and December 2014, Grazia recorded an average circulation of 154,000 – almost identical to that with which is started 10 years ago – which could be viewed as a success story given the general decline of the print magazine industry.

This week will see the title launch a commemorative Birthday edition, alongside an exhibition and a number of talks from leading voices across the industry, including author David Nichols, international lawyer Miriam Gonzalez Durántez, the Hemsley Sisters and journalist Mishal Husain.

Bauer Media, the magazine’s publisher, has also commissioned a bespoke research study into the life of today’s 25-44 year old upmarket woman, which will be released in the near future.

“Grazia continues to be a powerful, influential brand that dominates and shapes the market,” said Abby Carvosso, managing director, Bauer Media London Lifestyle.

“Central to its success is a deep understanding of the wants and needs of 25-35 ABC1 women. Our tenth anniversary activity demonstrates the brand’s incredible breadth of content, access and influence and we believe that on every level it will inspire, entertain and inform our readers and advertising partners.”