Shortlist Media, publisher of the free, weekly magazines Shortlist and Stylist, has reported an 81 per cent year-on-year growth in revenues, from £3.1 million to £5.6 million in the year to 31 August 2009.
The group significantly reduced its operating losses and said Stylist, which launched in October 2009 with a start-up cost of £181,000, is expected to be profitable in its third year.
This is a great affirmation of the value of editorial quality. Where people actively avoided the free women’s giveaways which had declined into classified ad vehicles, the success of both Short titles shows that free editorial which engages readers is of value both to its audience and, as a consequence, to display advertisers.