Media: Minx to fold due to lack of sales

Emap has decided to pull the plug on its young women’s magazine, Minx.

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


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