Asos to close branded magazine

Asos Magazine, which is thought to be the UK’s most widely-read fashion magazine in print, has closed as the e-commerce retailer announces a shift towards creating more social media content.

The print magazine celebrated its 100th issue in 2018, and over the years it featured an array of A-list talent including Jennifer Lawrence, Taylor Swift, Elle Fanning, Solange Knowles and John Boyega.

The autumn issue, published last month and fronted by singer Madison Beer and rapper Swae Lee, will be the last.

According to the latest available ABC figures, the publication had a circulation of more than 450,000 between July and December 2017 - more than free women’s magazine Stylist (400,359), Cosmopolitan (351,338) and Vogue (190,032). Taking into account distribution in France, Germany and the US, its circulation was over 700,000 per issue, according to Asos.

The free and unisex magazine was sent to Asos customers for free every quarter, and those who wished could also buy it online for £1.

Last year, Asos acknowledged that the media landscape had changed significantly with the rise of social media platforms, and described how the magazine’s remit had changed to become one of inspiration.

But it seems this was not enough to justify its existence, with the e-tailer now deciding to close it to focus on “social-first” content.

Asos was not immediately available for comment, but a spokesperson told Press Gazette: “As consumer habits change, we are re-focusing our efforts on the channels and media that are most meaningful to our 20-something customers.

“This means that the autumn 2019 issue of the Asos Magazine was its last as we begin the process of prioritising social-first content.”

Asos to close branded magazine

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