Private Frazer was beginning to think that publishers had forgotten how to close failing magazines such has been the dearth of deaths in the new year. Perhaps it meant that all of our problems were over and 2011 would lead onto the bright sunlit uplands of increasing sales, buoyant advertising and extra staff hirings?
So hats off to Hachette for starting the year as we all know it will really continue and bringing down the curtain on Sugar. According to the ABC figures in this Press Gazette report, the title managed to lose over 300,000 copy sales during the last decade, which is a stand out performance in anyone’s book.
In announcing the axe the publisher makes much of the ‘digital platform’ (or ‘website’ to use the old-fashioned, and more correct, term) and says that it now has more than 430K unique users each month. Great, until you realise that this is the number of copies of the magazine that people used to buy.