The dismantling of the Editora Abril publishing house continues. Abril has just announced it will cease publishing Playboy, Men’s Health and Women’s Health.
Source: Jornal GGN (Luis Nassif)
A former magazine executive at Abril who served on a number of its publications, reports that in recent days the circulation of Playboy has fallen to a mere 15,000, while Placar has sold only 8,000. According to this same former senior editor, Veja magazine sells no more than 400,000 nationwide.
Abril did not offer to return sums paid for subscriptions to the cancelled publications. Subscribes will have to select other titles.
The closing of these former heavyweight circulation champions was described, in a note issued by Abril, as «part of a deep and daring change in the company begun last year with a review of our product portfolio and a radical reshaping of Abril products offered to its readership, its advertisers and its agents.»
The new approach, according to this note, will consist of working with the subscriber database and offering integrated advertising on products offered through a variety of media.
More specifically, Abril will create channels known as «Big Data
(ABD – Abril Big Data) and Branded Content
(Studio ABC – Abril Branded Content).
A memorable Playboy cover (above) was this tropical Fawn Hall — Mônica Veloso » — in a sex scandal targeting the president of the Senate.
As it turned out, the same attorney negotiating a preview of the witness testimony was also negotiating the half million-dollar fee for «baring all». As I described it at the time
Mônica Veloso is a TV Globo journalist and [PMDB] political marketing entrepreneur who (1) had an affair with the president of the Brazilian Senate, (2) wound up bearing him a daughter, and then (3) negotiated a child-support agreement that (4) became the subject of a media-driven political scandal.
Editora Abril, controlled by the Civita family, announces it will no longer publish Playboy, one of its most traditional titles, with 40 years in the market. In the grip of a financial crisis, Abril, which also publishes Veja magazine … has found it difficult to adapt to the digital era, not only in the erotic magazine market but in other areas as well. Other magazines may be closed in the coming months and Abril itself may be sold.
Além dos três títulos, a Abril já havia se desfeito de algumas outras marcas em 2015. Em junho, IMPRENSA informou que a editora havia demitido 120 funcionários e vendido títulos como Placar, Contigo, Você SA, Você RH, Ana Maria, Tititi e Arquitetura e Construção, repassadas à Editora Caras.
No mesmo mês, a revista Educar para Crescer foi descontinuada e Guia Quatro Rodas incorporada às revistas Viagem e Turismo, Veja São Paulo e Veja Rio.
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