Time Inc. UK has announced that InStyle UK will issue its final print copy in December as it prepares to become a ‘digital-first brand’ – 15 years since launch.
Led by editor Charlotte Moore, the UK team will work closely with InStyle US to create a new digital platform for the UK that will deliver a 24-hour content offering.
The monthly magazine, which came to life in 2001 and launched its website in 2007, has seen its print circulation decline significantly over the last few years, with the latest ABC data revealing a -18.2% year on year drop to 122,000, compared with 175,000 in 2011.
By comparison, Conde Nast’s Vogue has a circulation of 195,000 and Glamour 300,000, while Hearst’s Cosmopolitan has a circulation of 413,155.
Hoping to emulate the success of InStyle US, which saw its digital audience grow 96% in 2015 alone, InStyle UK is aiming for 200% growth in 2017.
“What we have achieved with InStyle over the last few years has been hugely rewarding and the team has, rightly, won numerous awards and nominations for their work across print and digital,” Moore said.
“But the fashion world is changing dramatically, the way our audience interacts with it is changing and we have to change to meet that challenge. With a focus on delivering the InStyle experience across all digital platforms, we can really give our audience 24-hour access to all the fashion and beauty looks, trends and brands they clearly have such a huge appetite for.”
Justine Southall, Time Inc. UK’s managing director, fashion and beauty, said: “This new focus for InStyle means we can propel it to a leading position in the UK digital fashion space.
“InStyle’s authority combined with this significantly boosted content offering will make it a compelling destination for consumers and a very attractive proposition for our advertising partners.”
