The British edition of the fashion title Glamour is to implement a digital-first strategy under which it will print a magazine twice a year and merge its editorial and commercial operations, it has announced.
The last of the monthly print editions will be released next month, publisher Condé Nast said on Friday. Jobs losses are expected as a result of the change to a “mobile-first, social-first” format, though the publisher declined to say how many.
“The editorial and commercial departments will be fully integrated, offering our partners access to the whole team, with a unified and cohesive structure creating content for brands and editorial alike,” Condé Nast said.
“Today’s Glamour consumer moves to a different rhythm than the one who bought the magazine when it launched in 2001. It is a faster, more focused, multi-platform relationship.
“The quality of ideas, vision and execution remain central, but the way in which it is delivered must change fundamentally with Glamour’s new mix of digital, social, video, live and print, and its focus on beauty,” said Albert Read, the managing director of Condé Nast Britain.
“We have the brand, the creativity and the access – an enormous competitive edge in the market – and we are rendering it in new ways around beauty to reflect the Glamour woman of today, and of tomorrow.”
Condé Nast said further details would be announced “in due course. Changes to the site will begin in the coming weeks, and the new-look Glamour for the beauty obsessed will debut early 2018.”
Simon Gresham Jones, Condé Nast’s chief digital officer, said: “Glamour’s authority across print, digital and social provides a powerful foundation for this transformation and future growth. We will be empowering our advertisers with creative, collaborative and data-informed opportunities, and look forward to inspiring the Glamour audience in new ways.”
The changes will affect only the UK product – one of 17 produced under the Glamour brand.
