Emap has decided to pull the plug on its young women’s magazine,
The last issue will be for August, and goes on sale on 1 July.
Emap has relaunched the title a number of times, but to no avail. The
last audited circulation figures showed an 18.2 per cent fall from
151,000 in 1998 to 123,000 in 1999. The circulation never rose above
160,000, a level it achieved in the second half of 1997.
Minx is part of the Emap Elan Network, whose other women’s glossies
include Red, More!, It’s Bliss, J-17, Looks and New Woman.
A statement put out by Elan chief executive Barry McIlheney explained
that: ’Despite the innovation and extreme dedication of the editorial
and publishing team, we have failed to establish a regular sales figure
high enough to make the magazine financially sustainable.’
Emap is trying to find jobs for Minx’s staff within the Elan
It is understood there are between 15 and 20 editorial staff on the
Editor Vanessa Thompson, who rejoined in March 1999, has not announced
her next move. Thompson joined from Elle, where she was commissioning
editor. She had been deputy editor on Minx until 1997, when she moved to
Minx launched in 1996, positioning itself as Loaded for women and a
rival to Company, the National Magazine Company’s title aimed at women
in their early-20s. The launch was supported by a pounds 1.5 million TV,
press and poster campaign. Company’s circulation has also suffered
recently, with a 16.6 per cent fall between 1998 and 1999. But it still
has a circulation of over 242,000.
Emap said it would continue to invest in its existing portfolio of young
women’s magazines and to launch new products and services aimed at the