Frankie is talking up international growth in the second half of 2014 as it launches an app and a big overseas push. Cracking the UK market is the goal and the publisher is working on its international distribution network.
The bi-monthly women's magazine, which has carved a niche for itself in fashion, craft, travel and food, is aiming to launch a new app to coincide with its 60th print, and 10th anniversary, edition next month.
Gaye Murray, general manager of Frankie Press, told AdNews: “The app is in progress now and we will hopefully launch that in June.
“We are looking at the digital area a lot and the Frankie app will be big for us, particularly with our following overseas – I believe it will work really well. We know from Facebook and the website that we draw a good international audience.”
Frankie currently has 262,000 Facebook fans around the world, and the number of monthly unique visitors to the brand's website is sitting at about 122,000.
Frankie Press, which is owned by Morrison Media, is also planning a push to grow Frankie's print overseas readership.
According to ABC circulation stats, Frankie's circulation in Australia for the second half of 2013 was 63,645, in New Zealand was 6,928 and in other countries was 9,772.
Murray would not be drawn on hard numbers but said overseas figures were "good... and we are looking at broadening that. We are looking for a wider distribution footprint for the magazine and our big focus is the UK.”
Frankie is already available in the UK, but only via limited outlets, so the publisher will be extending that network. The magazine is also distributed to the States, Singapore, New Zealand and across Europe, which Murray said are also growth markets.
Frankie Press also publishes quarterly men's title Smith Journal and launched an app for that magazine in December. It has been downloaded by about 5,000 people so far.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.