Stylist goes digital in celebration of its 500th issue

Stylist magazine is launching an e-magazine in celebration of its 500th issue. Traditionally, the Shortlist Group’s star brand has distributed its free print magazine on a weekly basis across London, Manchester, Leeds, Edinburgh, Glasgow, Liverpool and Birmingham.

Chief Executive of Stylist Group, Ella Dolpin told The Drum that the aim of the digital magazine was to reach out to a wider customer demographic who are currently unable to get their hands on the print version.

She added: “ now reaches 2.5m people every month and they often want the magazine, so we are publishing a digital version for all those who aren’t able to pick up a physical copy.”

The e-magazine will be available on platforms including Apple News, Ready and the Stylist app every Wednesday, with the magazine expecting a “significant” increase in readership in the “tens of thousands”.

Stylist’s previously digital venture, a tablet version, was ceased in 2016 after just two years following the closure of Apple Newsstand. The digital edition averaged about 28,000 readers per issue.

Ellla Dolphin continued: “The technology has improved, Apple News + is a great partner and we have had overwhelming demand building over the last 12 months for a digital version because most people who want it can’t get their hands on the print edition. I’m sure changes to working habits will encourage more digital downloads.”

Stylist said the digital move had been a long time coming and it had chosen to be available online at a time when its distribution in high footfall points is under threat due to the coronavirus spread.

The publication is celebrating its 500th issue by featuring iconic Olympians and Paralympians past and present, ahead of the upcoming Tokyo Games.

The publisher has a history in making an innovative mark on its big anniversaries. For its 100th issue, Stylist asked its readers to create every page, issue 200 was made by celebrities, 300 by MPs and 400 by robots.

Stylist launched in 2009 as part of the established Shortlist Group. However, the group re-branded after Stylist back in January 2019 upon the closure of Shortlist.


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