Dennis Out Of Shape As Women’s Title Is Dropped
Dennis Publishing is to stop producing its monthly women’s health and beauty magazine Shape after failing to compete for advertising revenue in the increasingly crowded sector.
The decision to drop Shape from the Dennis Publishing portfolio leaves the magazine’s owner American Media with the task of finding another publishing partner in the UK, or face consigning the title to the scrap heap.
Dennis will continue to publish Shape for a further two issues, but will then severe its link with the magazine. The latest ABC results for the six months to December 2003 show that Shape suffered a 8.7% dip in circulation year on year. However, the title has been performing well since its launch in April 1999.
Alistair Ramsay, the company’s chief executive, said: “In the three years Dennis has published Shape the circulation has increased from 30,000 up to 70,000, for which we are very proud. The area which has ultimately led us to resign the licence is advertising revenue. This is mainly due to the fact that Shape is our only women’s title, which has made any sort of group sell impossible.”
Ramsay also gave assurances that staff currently working on the magazine would be moved to other roles within the company where possible. Dennis publishes men’s lifestyle magazine Jack, niche health title Men’s Fitness and adult comic Viz.
The decision to stop publishing Shape could see the magazine become the latest in a raft of high-profile closures this year. Emap recently ceased production of teen stalwart J-17 and ended the 25 year run of veteran style bible The Face following a period of poor sales (see Emap Closes Face After Failing To Find Buyer).
Recent weeks have also seen the closure of still embryonic Sorted magazine after only four issues and the demise of IPC Southbank’s long running women’s title 19 following a shift in teenage reading habits (see 19 Magazine To Close After Current Issue).
Elsewhere, Natmags looks set to capitalise on the growing health and fitness market with the announcement of a new partnership with American publishing giant Rodale International. The move will see the formation of NatMag Rodale Limited and the launch of a range of new health and fitness titles (see Natmags Forms New Joint Venture Company With Rodale).
Dennis Publishing: 020 7907 6000 www.dennis.co.uk
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