BAUER SCRAPS CLEO TO FOCUS ON DOLLY
Written on the 20 January 2016
BAUER Media today announced the closure of CLEO magazine in Australia, with the publisher now set to follow through with plans to relaunch Dolly as a digital first property.
In a statement, interim CEO of Bauer Media Andreas Schoo says scale, engagement and a robust digital strategy are key to the future success of Bauer.
"We believe we have a compelling offer in Dolly and COSMOPOLITAN to lead our young women's portfolio into the future," she says.
"Our investment plans for Dolly will see us take a digital first approach, with a focus on mobile video, social media and e-commerce supported by restructured print and digital editorial teams to ensure we are generating the best in market content for consumers when and how they want it.
"Our always on approach will be complimented by a new look print product, taking Dolly from monthly to bi-monthly, relaunching as a high quality, valued-packed companion to the digital and social platforms, covering major trends, fashion, beauty and issues affecting young women today.
"Bauer Media is committed to the Australian market and creating the most viable and effective portfolio of brands that connect with Australian women be it online, in magazine or through live events."
The final edition of Cleo will be the March issue, on sale 22 February.
The closure of the Australian edition of CLEO does not impact CLEOSingapore, Malaysia or Indonesia, which were acquired by SPH Magazines in 2011 and have been published independently.
Bauer Media will also continue to publish CLEO Thailand through its joint venture with Post International Media.
An announcement regarding Dolly editorial appointments will be made in the near future.