Proving the influence of the digital realm, DOLLY magazine has confirmed it will be moving towards an exclusively digital model. Responding to booming interest in its online offering, the girl’s publication will cease to be published bi-monthly, with the last issue to go on sale on December 5.
November will be the biggest month of online traffic for the publication yet, with page views 77 per cent increased from last year and users by 18 per cent. DOLLY’s social media influence is also growing – audiences are now up 76 per cent year-on-year.
Bauer Media CEO Nick Chan says of the decision: “DOLLY readers predominantly engage with the brand on digital and social platforms and they do so with greater frequency than is possible with a bi-monthly magazine, this means it’s no longer feasible to continue publishing the magazine on a regular basis.
“DOLLY has played a part in the lives of many Australians over the years, which is why we’re delighted its outstanding content continues, but now exclusively on the channels today’s teens prefer to interact with most.”
