Pacific Magazine’s youth portfolio is next to see change with the publishing house announcing a revamp today. Specifically K-Zone and Total Girl have been sold to nextmedia, with Girlfriend undergoing a digitally focused makeover.
Says new CEO Gereurd Roberts of his decision to sell two titles and overhaul another: “Our youth titles have always been very close to our hearts. The brands are innovators and have always attracted some of the country’s best publishing talent – and the external interest in this sale speaks to the strength of both.
“We have however been reviewing our strategy with a view to refocusing our efforts on the major consumer and advertising categories – food, family, home, fashion, beauty and health – and it is within this framework that we have assessed the sale proposal. We believe both titles will flourish under nextmedia.”
The 2017 relaunch of Girlfriend will see the glossy turn seasonal in production, with a distinctly digital focus. Current editor Tamara Davis will lead the overhaul as content director, commenting that change is essential to stay relevant: “It’s time for a new go-to brand, developed directly for today’s Gen Z female audience – who is drastically different from her millennial predecessors. We understand the nuanced shifts in her drivers, motivators, values and consumption habits.
"Based on this understanding, we’re evolving when, where and how we communicate – and will unveil a reimagined Girlfriend brand, a keepsake print format and a more sophisticated content approach early in the New Year.”
