Bauer axes More! mag

Bauer has announced it is to stop producing women’s weekly magazine More! after money spent developing the brand last year failed to stop it haemorrhaging readers.

Bauer is to stop producing More! magazine with tomorrow’s (23 April) being the last issue.

The decision to suspend the title, which will take effect after tomorrow’s issue (23 April), was made because it was “unviable” according to the publisher.

The website has been replaced with a holding page while the brand’s Twitter and Facebook profiles will remain open until the end of a consultation period.

The title’s circulation has been steadily plummeting in recent years with its latest recorded circulation for the six-month period to December 31 2012 just 92,459 – down 39 per cent year-on-year. The publisher had made moves to try and reverse the decline during this period with several initiatives including launching its first augmented reality issue and a refresh to appeal to more readers

The publisher says that while the title has “has constantly evolved in order to remain relevant to its audience” of 18 to 24-year old women, it found the the impact of the “economic downturn increasingly challenging”.

The women’s weekly category has been in steep decline over the last two years. All women’s weeklies saw their circulations decrease in the second half of 2012 with the excepotion of the National Enquirer.

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