Private Frazer’s Doomed Magazines

October 15, 2008

Bona closure

Filed under: closures,consumer magazines — privatefraser @ 12:53 pm

Monthly gay magazine AXM will cease print production and become an online only brand from next year.

So far, so humdrum, but there are a couple of breathtaking quotes further down the press release:

The title … is not ABC audited, but the publisher claims it has a circulation of more than 50,000.

At a cover price of over £3 the magazine is either: a) telling a bit of a fib; b) giving away most of its copies, or c) using very expensive ink.

“we feel the digital media format is very attractive to the demographic we’re reaching

The classic defence of the failed ink-on-paper publisher: “our market doesn’t read print, but they will read online”



  1. You forgot D – selling no adverts.

    Comment by Mag Slag — October 17, 2008 @ 8:59 am | Reply

  2. You obviously did not do your homework! I’m personally very excited about the new format. I’m 23 years old and sick of older people pushing printed versions of magazines at me. I think it’s very brave of AXM to reach out to younger people and I for one am a dedicated fan! Thanks AXM for understanding what we need and want! xoxo Ace

    Comment by Asa — October 21, 2008 @ 8:35 am | Reply

  3. It’s obviously just a coincidence that ‘Asa’ should post a comment about AXM within a couple of hours of Private Frazer sending an email to the publisher referring to the original blog post.

    Some might infer that the honesty of this comment is on a par with that of AXM’s circulation figures.

    Comment by privatefraser — October 21, 2008 @ 9:40 am | Reply

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