HelloGiggles lifestyle site publishes first print issue
Zooey Deschanel's HelloGiggles has published its first print issue. The lifestyle brand focused on millennial fashion, beauty, and curated essays will publish two issues per year with an initial circulation of 500,000.
Cece Ryan, of publisher Meredith Corporation, said in a statement, "The genesis of HelloGiggles’ print edition came from the data that 60 percent of our Instagram followers said they would read a print issue of their beloved brand, so we responded."
The print edition of HelloGiggles will feature similar content as what readers have become accustomed to on the website. Content will include millennial-focused fashion and beauty, career advice, essays, quotes, games and book recommendations.
Ryan said the content "that resonates with the audience is beauty, fashion, lifestyle and career."
HelloGiggles was launched in 2011 by Deschanel and two other television writers and producers. In 2015, it was acquired by Time, Inc. for $30 million, and has since joined the Meredith Corporation this year.
The decision to create a print edition bucks a trend in the publishing industry that has seen heritage publications pulled from newsstands in favour of digital-only. Meredith Magazine Group president Doug Olson said, "We have a great track record of extending brands through print."
Meredith has tripled circulation of its print edition Allrecipies since 2013. It also publishes the Magnolia Journal from Fixer Upper's Chip and Joanna Gaines.
With a print edition, HelloGiggles follows in big sister Goop's footsteps in going from online lifestyle blog to print. Last year, Condé Nast published its first quarterly print edition of Goop magazine.
For its initial launch, HelloGiggles will circulate to existing People magazine subscribers ages 18 through 39. It will also be available at Target, Barnes & Nobles and Walgreens the first week of May.
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