B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Pacific Sells K-Zone, Total Girl, Turns Girlfriend To “Mobile-First” With Seasonal Issues
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Pacific Sells K-Zone, Total Girl, Turns Girlfriend To “Mobile-First” With Seasonal Issues
Media

Pacific Sells K-Zone, Total Girl, Turns Girlfriend To “Mobile-First” With Seasonal Issues

Staff Writers
Published on: 15th November 2016 at 11:43 AM
Staff Writers
Share
3 Min Read
SHARE

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.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Anniversary, brw.com.au, Hearst Magazines, Marina Go
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?