• by Erik Sass , March 6, 2007

The April issue of Premiere magazine will be its last--at least in print, according to Hachette Filipacchi Media U.S. President and CEO Jack Kliger, who made the announcement late Monday. The closing affects only the American edition of the magazine. The international versions will continue to publish.

Like other publishers that closed magazines over the last year, Hachette is positioning Premiere's shuttering as a move to Web distribution, mobile content and branded events. Premiere's mobile content is currently available on Virgin, Sprint and Boost Mobile. In moving to Web and mobile distribution, the mag joins other well-known titles, including Time Inc.'s Teen People, EMap's lad mag FHM and Hachette's own Elle Girl.

Describing the exciting possibilities of online distribution, Marta Wohrle, senior vice president and director of digital media, said: "Enthusiasts will be able to follow the making of a film throughout its production, from inception until the film reaches the movie theaters. We will also develop community areas for celebrity and movie fan clubs." She promised increased production and delivery of Premiere's bread-and-butter content, including daily Hollywood news, interviews, reviews and behind-the-scenes features.

As part of the shift, Editor in Chief Peter Herbst is leaving Hachette, and Paul Turcotte, vice president and publisher of the Entertainment Group, will move to a new position within the company. Kliger was quoted in the announcement: "In a transition like this, which is propelled by changes in consumer behavior and the marketplace, it is unfortunate that the necessary adjustments include the discontinuation of the magazine and that some of our valued associates will be leaving the company."

Although Premiere is thriving online, its print edition tanked in 2006, compared to 2005--with ad pages tumbling 24.7% to 487 and revenue falling 20.9% to just under $29 million. Readership figures from the Audit Bureau of Circulations weren't much better: in the last FAS-FAX report on consumer mags covering the second half of 2006, ABC had Premiere's average newsstand sales plummeting 25.6%, compared to the second half of 2005, ending at 56,120.

The closing of Premiere comes in the midst of an ongoing realignment of Hachette Filipacchi--part of a larger reorganization at French parent company Lagardère SCA, including the merging of Hachette with Lagardère Active Media in October 2006.

The reorganization, undertaken at the behest of corporate boss Arnaud Lagardère, put a single executive--Didier Quillot--in charge of both companies. Formerly the chief of European telecom giant Orange, Quillot's appointment signaled the opening of a campaign to streamline Lagardère's global publishing operations, including Hachette--moving them into digital content distribution more aggressively.