Natmags axes online teen title Jellyfish

Tue, 14 Aug 2007

The National Magazine Company (Natmags) has axed plans to launch Jellyfish, its digital teen title, after failing to overcome "distribution challenges”. The publisher of titles including Cosmopolitan and Harper's Bazaar ended a 20-week online trial this week.

The online magazine was launched earlier this year making it the second major publisher to move into the web-based magazine sector after Dennis Publishing with Monkey.

Jessica Burley, managing director, says the marketing and distribution challenges were too significant to make the weekly fashion and celebrity title viable.

Duncan Edwards, chief executive, adds: "The 20 week trial period has been extremely valuable but we could not see a sustainable business model emerging. We have learnt a great deal about digital and e-mail marketing which will prove to be useful for our core business and specialist digital company Hearst Digital Network."

Natmags is part of the Hearst Corporation and publishes 14 consumer titles in the UK including Esquire and Good Housekeeping. Its digital division publishes community websites for its magazines and the consumer health site www.netdoctor.co.uk.

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