Dazed is No Longer Confused, Launches Scarlet Johansson Double Cover

Scarlet Johansson on Dazed
Scarlet Johansson on Dazed

Changes are constant these days, especially for print business who is inching closer to become a niche subject. Dazed and Confused recently announced that they are going to scale down and publish 6 issues a year instead of 12, starting at the first half of 2014.

This move is to repositioned their magazine to be the, “leading independent fashion and culture magazine”.

“People are changing their reading habits,” said Jefferson Hack, founder and editorial director of Dazed Group. “Now, mobile is in people’s hands everyday and they are getting their news and fix of culture from a mix of media. So, the print magazine has to become something more than it was. It has to become a printed manifesto and make a radical statement with more elaborate photography and more inspiring content. It has to be collectable and set the agenda,” he continued.

Scarlet Johansson on Dazed
Scarlet Johansson on Dazed

“What we have discussed internally is a complete upgrade of what a magazine is — in the software (the content mix), the user-interface (the design and tone of voice) and the hardware (the quality of the paper and packaging).”

As expected, with reported increased on advertising revenue up by 31% in 2013, the magazine strategy is favouring digital. The Dazed group is expanding its audience on DazedDigital.com, its most popular website, which has tripled its traffic to over 787,000 monthly unique visitors in under a year, according to figures provided by the company.

I personally find it as a great decision. Lately, I feel that these fashion magazines, especially the indie ones, have been lowering and widening their target markets because the print business is dwindling so some of these magazines are desperate to maintain their readership numbers.