Loss of Vitality

It probably comes as no surprise to anyone to hear that Vitality Publishing called in the administrators on Friday.

As soon as Private Frazer heard that Attitude had been spun off to form a separate company, leaving Vitality with Loaded and Superbike, it was pretty obvious that something was up. The (ex) directors of Vitality have a certain amount of form in this regard.

And so it proves. The questions asked over the fitness of the company that IPC were in such a hurry to sell to remain unanswered. As does the fate of the magazines and of the employees.

For some reason the word ‘bastards’ springs to mind.

Vital Statistics

What are we to make of the news that Vitality Publishing has sold Attitude to a spin-off company to leave itself with just Loaded and Superbike magazine.

In 2010 Vitality bought four titles from the IPC bargain rail, Loaded, Superbike, Prediction and Hair. At the time, some eyebrows were raised at the opaque ownership structure of Vitality.  Prediction seems to have been immediately floated off as some form of MBO, Hair was part of the portfolio of titles sold to Haversham in July 2011. With Attitude gone, Vitality is left with two magazines both of which suffered ABC falls of more than 25% in the last returns. Further to this, back in January Vitality itself became the subject of a management buyout.

UnLoaded

Loaded has axed publication of its “pint-sized” issue after just five issues, due to flagging sales. (from Brand Republic)

Interestingly, in recent weeks Vitality have sold Women’s Fitness to Dennis and their hair titles to Haversham.