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Seven to revamp Girlfriend magazine

AAP logoAAP 15/11/2016

Seven West Media's magazine publishing arm will scale back the number of printed editions of its popular teen magazine Girlfriend to focus on growing its digital platform.

Pacific Magazines has also sold its magazine and online titles K-Zone and Total Girl to special interest publisher Nextmedia.

And, after six months of consumer research, the company has decided to reduce the print frequency of its Girlfriend magazine from monthly to seasonal with a focus on its digital format targeting teenagers' burgeoning use of mobile phones.

Girlfriend, which has a social media footprint of nearly 2.2 million, will be relaunched in early 2017.

Pacific's chief executive Gereurd Roberts said the group will unveil details of Girlfriend's new strategy and digital investment early next year.

"Girlfriend is the country's leading teen brand and we're making these changes to remain as number one," Mr Roberts said.

"Girlfriend has a proud past and a very bright future here at Pacific, with iconic campaigns such as Girlfriend Model Search absolutely continuing."

Girlfriend editor Tamara Davis, who will lead the brand's new strategy, said it was time for a new "go-to brand" for generation Z females which will include a keepsake print format and more sophisticated content.

"We understand the nuanced shifts in her drivers, motivators, values and consumption habits," Ms Davis said of Girlfriend's readers.

Rival Bauer Media ended its iconic women's magazine Cleo earlier this year and revamped its teenage-girl magazine Dolly as a bi-monthly digital publication with a focus on social media and original video content.

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