Private Frazer’s Doomed Magazines

May 21, 2013

Zippy bungle

Filed under: closures,consumer magazines — privatefraser @ 8:46 am
Tags: ,

When you boast that the launch issue of your new weekly has sold 6,000 copies, you really do have no idea and no hope of survival. And so it comes to pass that Zip, “sister title” (expressed without irony), to Loaded has closed up after just nine issues and will morph into a “digital product”.

Of course, far from being a monumental screw-up by a bunch of incompetent chancers, this is being spun as a natural progression as “the digital market where the real reader and advertiser action is”.

Zip was published by Blue Publishing, the company run by Paul Baxendale-Walker, which bought two brands from the now-defunct Vitality Publishing. Vitality went bust last year owing nearly £1 million.

On the basis of this Press Gazette interview, Baxendale-Walker could very well be the biggest tosser in magazine publishing – and that’s a highly competitive field.



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