Jackie Frank: “There has got to be a rationalisation of magazines”

Jackie Frank: “There has got to be a rationalisation of magazines”
SHARE
THIS



Marie Claire’s revered editor of 18 years, Jackie Frank, has spoken candidly to B&T about the future of magazines, highlighting the need for a rationalisation and stressing the importance of separating magazines from newspapers in discussions over the death of ‘print’.

Frank, who has led the Pacific Magazines’ fashion monthly since its launch in 1995, joins Women’s Weekly editor Helen McCabe, Magazine Publishers Association (MPA) executive chairman Robin Parkes and Mamamia founder Mia Freedman who have all publicly voiced their opinions about the medium’s future in the last two weeks.  

Her comments come days after rumours about the closure of Bauer Media’s Madison hit mainstream press, and less than a month after the same publisher axed weekly title, Grazia.

“For the big titles there has got to be a rationalisation of magazines which we are seeing,” Frank told B&T.

But leading magazine brands are still an extremely convincing business prospect, she said, even if media agencies have been feeding their advertisers a different story.

Marie Claire’s monthly readership is still undeniably strong, she stressed – (the title’s monthly  circulation was 90,519 in the last ABC audit – less 10% on its result the year before).

“It’s very easy for people who access their information for free to point the finger. But almost 450,000 readers come to Marie Claire each month. That’s five times the amount of spectators at a football game. Those numbers are not to be scoffed at.”

Furthermore, Frank believes magazines have been bogged down by the bleak story around newspapers, which are fighting to stay relevant in the world of the 24 hours news cycle.

According to Frank, the two are very different beasts. Women don’t go to the monthlies for news, they go there, overwhelmingly, to view fashion and when it comes to consuming fashion content, Frank believes the printed magazine is unrivalled.

“There has been a lot of chatter and magazines and newspapers have been lumped in as one great big media – ‘Print’. I think newspapers need to be separated out from magazines, and within magazines you’ve got to separate the strong brands from just the magazines.

“There is no other better medium of looking at fashion than in paper product. There are ways of garnering information; there are ways to go shopping. In terms of a news cycle then yes, you cannot compete with what digital has to offer in terms of 24/7 accessibility and immediacy but we are not part of that cycle. That’s not what women come to magazines for."

That’s not to say that multi-platform integration isn’t valuable. For its current issue, Marie Claire, which features the cast of Revenge on its cover, orchestrated a full 360 degree integration across Seven properties , including pop ups of the cover during weekly broadcasts of Revenge on Channel Seven, a TVC promoting a holiday to the Hamptons competition, and behind the scenes footage of the shoot on Yahoo!7 websites. The Revenge website now also pushes through to Marie Claire.

“One of the objectives of Revenge in terms of Seven marketing was to elevate the show to a fashion level and we saw a mutually beneficial collaboration so we sat down with Seven marketing to discuss how we could support eachother.”

The initiative has seen the current issue of Marie Claire feature in the UK’s Daily Mail, the Ellen Show and E!News. According to Frank the partnership is exemplary of what magazines should be doing to further engage their audiences.

Marie Claire has always tried to push the boundaries and this is just making use of all the properties that are available to us. It’s about thinking smarter and harder. We need to excite and surprise our readers.”

Please login with linkedin to comment

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]