The magazine aimed at young adult women, which was launched in August 2006, is in the process of closing down.
John Relihan, newly appointed CEO of Media24 Magazines, said the decision was taken “purely for economic reasons”.
“We evaluate all our titles Ã¢Â€Â“ especially new titles Ã¢Â€Â“ on an ongoing basis. Each title has a business plan with clear targets.
“We also look at the market environment and the category.”
He said in this case the “total package” Ã¢Â€Â“ including circulation and advertising income Ã¢Â€Â“ was found lacking.
Relihan said TRUE LOVE babe‘s demise was not linked to the Media24 circulation scandal.
Last year twelve magazines, including TRUE LOVE babe, were found to have inflated their circulation figures.
The Media magazine reported at the time TRUE LOVE babe falsely reported circulation of 31,516 for the quarter January to March 2007. The actual circulation was 15,294.
Two of the other magazines that had inflated their circulation figures, InStyle and Touchline’s The Wisden Cricketer, have since closed down.
Asked about Media24 magazine closures in recent months, such as these and that of ZOO Weekly/Weekliks, TopMotor, Max Power and Insig, Relihan said he would not call it a trend.
“There are more than 60 titles in the (Media24) stable.
“We constantly explore opportunities. We develop products for (various) segments.
“Not all of them are successful. It’s a dynamic market.”
Relihan said the market was “tougher” for the print media in general. “It’s (a magazine) not an essential item in a consumer’s basket.”
Relihan said the magazine division would aim to absorb as many as possible of TRUE LOVE babe‘s staff members. The possibility of retrenchment could, however, not be excluded.