According to ABC figures, sales of B magazine fell 10.1% in the second half of 2005, from 167,371 copies to 150,536. Hachette suspended publication of the magazine on 27 March 2006 before revealing that the current May issue will be the title's last to be published in the UK.
Kevin Hand, chairman of Hachette Filipacchi UK, said: "B no longer represents a long-term viable business proposition in our product portfolio and we intend to invest our resources in our new launch, Psychologies, and our recent acquisition, Real Homes, combined with developing our digital operations."
Polestar remains Hachette's largest UK print supplier, producing six of its eight current titles, and will have the opportunity to recoup its loss if it can win the contract for Hachette's new title, Elle Collections. The first edition of the extra-large (255x330mm) glossy will go on sale on 19 July with a print run of 50,000.
John Hughes, production director at Hachette Filipacchi UK, declined to comment on either the closure of B magazine or the contract for the upcoming Elle Collections.
Hachette to wind up its struggling B magazine
Polestar Chantry has lost one of its seven Hachette Filipacchi titles as the publisher announced the closure of its struggling <i>B</i> magazine last week.
