Attic Futura has thrown in the towel on health and beauty title
Shine. The August issue, on sale now, will be the last.
Launched in March 1999, Shine had become 'commercially unviable', the
company claimed this week.
It originally set what was widely-believed to be a realistic settle-down
circulation target of 100,000. But although it exceeded that at its
peak, the monthly only reached 85,300 at the last ABCs. Attic Futura had
demonstrated its belief in the magazine by spending pounds 1.5m on
advertising for the launch.
Aimed at women aged 25-34 with money to spend, Shine eschewed a focus on
slimming in favour of articles on fitness, beauty and wellbeing. But
this niche approach did not impress consumers, whom the company said
were getting similar information from mainstream titles such as Elle and
Cosmopolitan as well as niche competitors such as Zest.
In a statement, Attic Futura MD Vivien Cotterill said: 'Current
newsstand trading conditions have meant Shine has been unable to meet
its business objectives,' despite being 'a critical success'.
Attic Futura will continue to concentrate on its titles for younger
readers, such as Sugar, TV Hits and Inside Soap. The company said it
would also look for more launches in new areas.
Several of Shine's senior editorial staff had only joined recently.
Deputy editor Fiona Wright jumped ship from the National Magazine
Company's She at the start of the year to revamp features (PRWeek, 12
Wright was the last editor of the title, standing in while editor Lucy
Bulmer is on maternity leave. Neither was available for comment.
Beauty editor Natasha Jelly and fashion editor Heidi Taylor were both
appointed in May.