Staff at Shop Til You Drop were this morning told that the magazine is set to move to a primarily digital offering, with the print magazine being produced quarterly rather than bi-weekly. As a result, the majority of the magazine’s staff will be offered redundancy or redeployment.
Shop will focus on its online content, with the digital magazine mostly relying on freelancers. Despite being offered to stay on, editor Alexandra Carlton is leaving her role, according to The Australian.
In a statement, Shop publisher Sebastian Kadas reports: Our investment in Shop assures a strong future for the brand and reflects the way consumers are digesting this type of content. We are committed to creating strong magazine brands and communities that come to life across a variety of platforms. Recognising changing media habits, resourcing and evolving these brands to meet the ever-changing needs of consumers is key to ongoing success.”
Bauer Media director of sales Tony Kendall says: For advertisers, this is a clear sign that Bauer Media continues to evolve as a business as we offer a consumer-first strategy that delivers a successful digital network that complements our dominance in print; while creating meaningful brand connections with Australian women, well ahead of every other media company. The investment in Shop will produce highly personalised products for women 18+ and provide advertisers access to amazing content and data opportunities.”
The changes at Shop are effective from October 1.
