Australian department store chain David Jones has launched a quarterly print magazine and weekly app called Jones — a supplement to the 178 year-old retailer’s bi-annual catalogs.
Bowing Monday, with Australian actress Elizabeth Debicki on the cover, the inaugural 180-page spring issue boasts a 250,000 print run — more than triple the monthly circulation of the country’s highest-selling fashion magazine Marie Claire Australia (80,422) — with 120,000 copies mailed to David Jones American Express Platinum Card holders. Woolworths South Africa owns David Jones.
The remainder of the issues will be distributed through DJ’s 40 Australian stores as a gift with purchase or else sold over the counter in-store and via news agents for a cover price of 9.95 Australian dollars or $7.67 at current exchange.
The magazine is published by the Sydney-based Medium Rare Content Agency, a joint venture with News Corp Australia’s NewsLifeMedia lifestyle arm.
The launch issue features 71 pages of advertising from brands including Dior, Tom Ford and Gucci.
Available for iOS and Android devices, the free app will offer new content weekly. Details of the app’s shopping capability are yet to be disclosed.
Jones is edited by Deborah Bibby, the former editor in chief of Bauer Media Australia’s Real Living.
Thelma McQuillan, previously fashion director at Bauer’s Harper’s Bazaar Australia, is Jones’ fashion director.
“I think everyone’s expecting a magazine version of the catalog and it’s not,” Bibby said. “It looks exactly like a magazine, it’s very editorial.”