Two months! Only two months after the inception of Chatter, Burda’s latest celebrity weekly for young people, it must come to an end. The magazine circulated an average of 220 000 copies a week over the summer test period, which wasn’t enough to satisfy the publisher’s expectations. Burda was banking on Chatter to become a cheap mass market tabloid weekly sold for only 0,70 cents, but the title never met its audience.
What’s to learn from this experiment? The youth are online and do not read print even when the title is supposed to cater to them. It’s also probably difficult to publish a weekly that focuses on celebrities since hot news and scandals come up every minute via twitter!
The 12-member editorial team will be disolved at the end of the month. R.I.P. Chatter!