Bauer’s Golf Illustrated magazine has thrown its clubs into the lake and announced that it won’t see its second birthday.
Golf Illustrated was launched in December 2011 as an exciting new journal … and took the reader on a journey into the game.
That ‘journey’ seems to have been similar to Tiger Woods’ famous car trip – short, confused and ending in a write-off.
When Bauer launched Wonderpedia magazine last May they made a big deal of the “£1 million launch campaign”. Of course they didn’t spend anywhere near a million quid, but whatever was spent seemed to have been pretty much wasted as the title had a debut ABC of only around 20,000 – a pathetic result for what was meant to be a major launch.
The Bauer PR department must have taken an early summer holiday, as there’s been surprisingly little fanfare about the fact that the title has been moved from Bauer’s London Lifestyle division to the less glossy arms of H Bauer. This is the stack ‘em high, sell ‘em cheap division where Wonderpedia will sit alongside Take a Break, That’s Life and TV Choice.
“Curiosity is hardwired in us all.” said Wonderpedia’s launch press release. I bet there are some interesting questions being asked at Bauer.
That curious smell of Bostick wafting around Peterborough is because Bauer have despatched Horse Deals magazine to the knackers yard.
(Although keep it quiet, the staff think it’s gone to live on a farm.)
The sun’s out, so it’s spring cleaning time at Bauer with a two-for-one offer on magazine closures.
Last week they decided that Pregnancy and Birth was not the little bundle of joy that the accountants wanted (it was barely managing to sell 12,000 copies an issue), and now More! is less.
More!‘s fall is quite joyously spectacular. Its ABC for July-December 2010 was 188,000; for the same period last year it barely managed 92,000, a drop of more than half. Such a decline either suggests readers deserting in droves, or the switching off of a huge level of support and black hat circulation techniques. In the same period Grazia has lost 40,000 sales (17%) and Heat an impressive 110,000 (30%), none of which is going to endear Paul to the Germans.
Rumours are circulating that one, possibly two, other magazines in the Bauer portfolio may have announcements of their own in the coming weeks.
Q: What do Practical Fishkeeping and Model Rail magazines have in common?
A: They are the only two – the only two – of Bauer’s whole portfolio to show any ABC growth in the last period. So that’s 43 fallers and 2 risers (by 611 and 537 copies respectively.)
More ABC-based fun during next week readers!