Grazia magazine is going completely, 100 per cent online. The weekly “high-end” fashion publication, which launched with much fanfare (and at much great expense) has failed to set the world on fire since it hit the stands in July last year. Granted it’s timing was pretty poor, but it can’t be a cheap mag to run, what with its roster of very expensive journos, many of whom were poached from newspapers (newspapers generally pay better than mags, meaning they would have had to at least match those salaries). And with fashion advertising tanking in the last six months, methinks it’s loss-making time.
Moving online, of course, doesn’t mean Grazia will instantly become a super, profit-making success, but it’s a cheaper medium and online advertising should bounce back quicker than print. Of course, they’ll have to do some work on the site. Like most hosted by the travesty that is ninemsn, it’s a miserable, unwieldy shambles. Good luck!