When Conde Nast announced back in December 2016 that it was shuttering the print edition of Self magazine it was not a surprise to anyone at all. In fact it was inevitable and we even talked about the title showing signs of an imminent end to its print life in November of 2015. Self ending its print run wasn’t out of the norm as many magazines saw their print editions eliminated in favor of a 100% online strategy. Fast forward to today after Self published its final print edition with its February 2017 issue, self is now a bonafide social first digital destination for health and wellness enthusiasts. Self under the leadership of editor in chief Carolyn Kylstra has found new life on Snapchat where it now reaches 8 million users each month making it its biggest platform ahead of its own website which attracted 6 million users back in December.
Said Carolyn Kylstra:
“My biggest focus is to establish the brand as a trusted resource in wellness. The broader goal is to build brand affiliation and create really loyal audiences who, when they see our products at Target or Bed Bath & Beyond or go to one of our running clubs, they’ll be excited about us because they know us.”
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