South African women's magazine to close

Posted by Savita Sauvin on February 24, 2010 at 8:02 AM

Femina, South Africa's oldest magazine for women, is closing, its publisher, Liezi de Swardt announced Feb. 12, Media Update reported. However, John Relihan, CEO of the Media24 magazine division, which owns Femina, told Bizcommunity.com that the date of the "possible" closure will be decided only after consulting with staff and considering all options.

Relihan did not state whether the February issue on the shelves is the last, but insiders told Bizcomunity.com, that the end of the magazine will take place in a "matter of weeks."

Media24 bought the publication from Associated Magazines in 2006 and in August 2007 relaunched with a shift in editorial focus, targeting women ages 40 and above. It continued to see stable circulation at 37,289. However, "the brand has unfortunately not been able to gain sufficient traction in terms of circulation and advertising support to secure its financial future in the cut women's glossy category," de Swardt said.

Relihan further categorically rejected any notion about the condition of the South African magazine industry, and refused to blame the Internet solely for print media woes. According to reports, close to one million jobs were lost last year in South Africa as a result of the economic downturn, and if the Femina employees are not "resettled," they could add to the 2010's job loss statistics as well.