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Hello Dolly, so long Cleo – death of an icon

Wednesday, 20 January 2016
By Print 21 Online Article

Cleo's first cover: 1972

Publisher Bauer Media has confirmed the next edition of the once infamous Cleo magazine will be the last on Australian newsstands.

The final edition of the long-running monthly, first published in 1972, will be the March edition that goes on sale 22 February. Bauer also revealed plans to relaunch Dolly magazine with a greater focus on the online market.

“We have made the decision to close CLEO magazine in Australia,” said Andreas Schoo, interim CEO, Bauer Media, in an email to staff. “It is never an easy decision to close a magazine and we have certainly considered all the options before coming to this conclusion; however in its current format, CLEO was no longer commercially sustainable for the longer term. I would like to thank Lucy Cousins and all of the Cleo editorial team for their ongoing dedication to the magazine over the years.

“Scale, engagement and a robust digital strategy are key to our success and we believe we have a compelling offer in Dolly and Cosmopolitan to lead our young women’s portfolio into the future. Our investment plans for Dolly will see us take a digital first approach, with a focus on mobile video, social media and e-commerce supported by restructured print and digital editorial teams to ensure we are generating the best in market content for consumers; when and how they want it.”

Schoo said Dolly would move from monthly to bi-monthly, “relaunching as a high quality, valued-packed companion to the digital and social platforms, covering major trends, fashion, beauty and issues affecting young women today.

“Bauer Media is committed to the Australian market and creating the most viable and effective portfolio of brands that connect with Australian women – be it online, in magazine or through live events.”

The closure does not affect Cleo Singapore, Malaysia or Indonesia and Bauer will continue to publish Cleo Thailand in a joint venture with Post International.

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