TEEN ANGST: Celebrity weekly publisher Bauer, owner of In Touch and Life & Style, among others, is restructuring its teen division, which includes titles M, J-14 and Twist, amid significant declines in advertising and circulation. Staffers expect layoffs to follow, but a spokeswoman said the restructuring would allow for greater efficiency.
Last week, Bauer merged the editorial staffs of the three magazines, which mix celebrity and tween interests. The staffs will now be working on a 10-day rotating schedule, alternating between the three brands, while fashion and beauty features will be handled by corporate sibling In Touch. That would mean some positions are redundant, but a spokeswoman said there have been no layoffs so far. “There are no massive layoffs ahead,” she added. The editors in chief and art directors of each brand will remain in place. With the transition of celebrity news from print to digital, Bauer, among other publishers of celebrity glossy tabloids, has seen declines at the newsstand and in advertising. Circulation for J-14 declined 5 percent in the second half of 2012, while Twist dropped 10 percent, according to the Alliance of Audited Media. Bauer’s M, on the other hand, saw its circulation increase by 11 percent. While the Association of Magazine Media did not have recent data for the teen titles, In Touch lost 32 percent in revenue from 2011 to 2012, while Life & Style declined 7 percent.
This story first appeared in the March 20, 2013 issue of WWD. Subscribe Today.