Pacific Magazines has announced it has given the chop to both K-Zone and Total Girl, selling them to external special interest publishers, while suspending the print product of Girlfriend to become “seasonal”, while taking a “mobile-first” approach.
The shock shake-up sees K-Zone and Total Girl sold to nextmedia, with the deal formalised late yesterday, while CEO Gereurd Roberts said the company’s new focus is all about the home and beauty categories.
“Our Youth titles have always been very close to our hearts. The brands are innovators and have always attracted some of the country’s best publishing talent – and the external interest in this sale speaks to the strength of both,” Roberts said.
“We have however been reviewing our strategy with a view to refocussing our efforts on the major consumer and advertising categories – Food, Family, Home, Fashion, Beauty and Health – and it is within this framework that we have assessed the sale proposal. We believe both titles will flourish under nextmedia.”
Based on the results of a six-month consumer research study, Pacific is also petering out its print edition of Girlfriend magazine, with the frequency going from monthly to being “seasonal and trend-based” following a relaunch slated for early next year.
The current editor of Girlfriend, Tamara Davis, has had her job title shifted to content director and will lead the brand’s new strategy.
Davis said, “Since inception, Girlfriend has a history of evolving with its audience. The changes announced today reflect our commitment to continue to do so.
“It’s time for a new go-to brand, developed directly for today’s Gen Z female audience – who is drastically different from her Millennial predecessors. We understand the nuanced shifts in her drivers, motivators, values and consumption habits.
“Based on this understanding, we’re evolving when, where and how we communicate – and will unveil a reimagined Girlfriend brand, a keepsake print format and a more sophisticated content approach early in the new year.”
Emily Sak, head of insights and strategy, added, “For the last six months, we’ve researched the needs of young women in this demographic. It is clear that pace of change in this market has never been faster, and as our consumers evolve so too will our brands.”
Roberts concluded, “The new Girlfriend will redefine how media brands and clients communicate with this audience. We look forward to unveiling Girlfriend’s new strategy, investment in digital and a multi-platform redefinition in 2017.”
