Dazed & Confused announce print-run changes
Jefferson Hack speaks to The Business of Fashion
The Business of Fashion (BoF) have reported that the Dazed & Confused print publication is reducing its frequency to 6 times per year, starting in the first half of 2014.
"People are changing their reading habits," Jefferson Hack, founder and editorial director of Dazed Group told the BoF. "Now, mobile is in people's hands everyday and they are getting their news and fix of culture from a mix of media. So, the print magazine has to become something more than it was. It has to become a printed manifesto and make a radical statement with more elaborate photography and more inspiring content. It has to be collectable and set the agenda," he continued.
"What we have discussed internally is a complete upgrade of what a magazine is - in the software (the content mix), the user-interface (the design and tone of voice) and the hardware (the quality of the paper and packaging)."
The BoF also reported that at the same time, the group is expanding its audience on DazedDigital.com, its most popular website, which has tripled its traffic to over 787,000 monthly unique visitors in under a year, according to figures provided by the company. (In 2013, the site has also seen advertising revenue rise by 31 percent compared to the previous year).