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Well, you can’t blame them for trying…Hearst’s UK division Natmags has axed its digital-only magazine Jellyfish after a five-month trial,…

Well, you can’t blame them for trying…Hearst‘s UK division Natmags has axed its digital-only magazine Jellyfish after a five-month trial, citing distribution challenges. The celebrity/fashion title had been sent out via email, but spam filters and corporate firewalls blocked a portion of its distribution, according to the Guardian. First aimed at the teen market, in June Jellyfish was repositioned to focus on 18-25 year-olds after the U.K. edition of CosmoGIRL folded, amid a series of other teen magazine closures in the UK. Jellyfish had been slated for an official launch this September.

Chief exec Duncan Edwards, quoted in MarketingWeek: “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 email marketing, which will prove to be useful for our core business and specialist digital company Hearst Digital Network.”

The business model that could not be sustained: A typical issue of Jellyfish didn’t contain any display ads they way a magazine or web site would, but it featured lots of interactivity, including options to buy the various items appearing in the fashion pages. Subscriptions to the magazine itself were free, so this meant that the only source of funding for the publication were presumably commissions on the product click-throughs. Even with the high cost of print and snail-mail distribution wiped out, though, there would still have been production costs involved with the digital edition — Flash isn’t free, you know.

The other high-profile consumer digital magazine launch in the UK, Monkey from Dennis Publishing, is still in business.

  1. As well as the email distribution and display ad issues – the latter of which Monkey has loads of, I think increased content production costs made it extra challenging to cope.

    Monkeymag targets boys / males who veer towards the relatively inexpensive aggregation of existing web content (e.g. cheap and widely available bone curnching videos of skateboarding dogs jumping through hoops of fire).

    Girls on the other hand, favour more crafted and original (and thereofre expensive) features and celeb pic content (not so available and 'aggregatable' on the web to use a non-existant word).

    It beggars belief that something couldn't have been done about the email issue early on.

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  2. Sorry – 'existent'. Gah!

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  3. I see from this piece in the Guardian (http://media.guardian.co.uk/presspublishing/story/0,,2150117,00.html?gusrc=rss&feed=4) that "Dennis took cheer from the second set of ABCe figures for digital men's magazine Monkey. The website recorded a 17% rise in traffic to 245,404 readers"

    I wonder how this is measured – I take it that it's "absolutely unique users" not just downloads of the magazine – I just had a look at MonkeyMag and couldn't load it from the sign-up page on the web site – it just hung – I had to wait and try again with the link in the email notofication. This worked but I ended up loading it twice (another two uniques to the radership) and then leaving very quickly

    If I was an advertiser I'd also want to see visit duration / page views / bounce rate / location of users.

    ABCe certificate is here (http://www.abce.org.uk/ABCE_PDFS/Monkey0107w.pdf)

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  4. I see from this piece in the Guardian that "Dennis took cheer from the second set of ABCe figures for digital men's magazine Monkey. The website recorded a 17% rise in traffic to 245,404 readers"

    I wonder how this is measured – I take it that it's "absolutely unique users" not just downloads of the magazine – I just had a look at MonkeyMag and couldn't load it from the sign-up page on the web site – it just hung – I had to wait and try again with the link in the email notofication. This worked but I ended up loading it twice (another two/three uniques to the radership) and then leaving very quickly.

    If I was an advertiser I'd also want to see visit duration / page views / bounce rate / location of users.

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