Too few ads to keep 'Flash' magazine on the stands

By DITA DE BONI

Hot on the heels of Grace magazine's demise, another local publication has closed its doors.

After just three issues, quarterly fashion industry chronicle Flash will no longer be seen on magazine stands. Publisher Paul Blomfield blames a lack of advertising support.

Flash was created for our burgeoning high fashion scene, and competed with industry stalwarts such as Fashion Quarterly and Style.

But despite several good reviews and industry enthusiasm it was not going to turn a profit for "quite some time," Mr Blomfield said.

"We may have launched into a market that was too niche to support a title with such high production costs."

Readership figures for Flash have not been released.



"Selling advertising is a very tough business at the best of times. Pushing a new title into such a jaded market is not easy and there is not a lot of sympathy from ad agencies for a new entrant," Mr Blomfield said.

"Grace's closure is evidence of that."