Private Frazer’s Doomed Magazines

April 1, 2012

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. (more…)

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