The impending launch of Bauer’s Elle has set the magazine community abuzz, but will the new women’s title cannibalise another?
The Australian Financial Review has today reported that Bauer has put Madison on the chopping block, less than a month after it gave Grazia the axe.
“The next title for the Bauer slaughterhouse looks to be monthly fashion mag Madison but its existence will be strung out for a few months yet,” said Rear Window columnist Joe Aston.
The reason? According to Aston, “its valuable and limited slots at supermarket check-outs and in newsagents can be smoothly taken over by Elle and not lost to competitors like Seven-owned Pacific Magazines.”
Elle is scheduled to launch in September with former Shop Til You Drop editor Justine Cullen at its helm.
Bauer had not responded to inquiries by the time B&T went to press.