Bauer Media’s female focused online magazine, The Debrief, has announced it faces closure after only four years.
The digital-only title – marketed as a multi-platform brand aimed at the “constantly connected and influential” 20-something woman – launched in February 2014. At the time, Bauer said the platform will use emotion and humour in its fashion and beauty editorial, will try to be “funny and frank” in its sex content, and using real-time data will “evolve” both the editorial and commercial offerings.
The platform was initially set up to offer native advertising across all channels, alongside standard display ads, in a bid to allow commercial partners – including Bacardi and H&M at launch – to speak directly to the consumer in an “authentic and meaningful” way.
At the time it announced its likely closure, however, the site was a mix of auto-play Taboola videos, sponsored web links and ‘trending web articles’ promoting ISAs and dental implants.
Following this week’s news, many readers took to Twitter to voice their dismay. One fan said “@bauermedia a heads up – it’s the trashy, body shaming, sexist titles you should be closing not the female-led, influential, woke brands.”
Another said: “This is such a terrible shame…The Debrief is genuinely one of the best things online and completely unique in its positioning. It’ll be a real loss if you end up calling it a day.”
In statement, The Debrief said it saw no “viable future” for the brand, adding that its writers will likely contribute to sister publication Grazia.
