Bauer Media will close the print edition of Dolly magazine, seven months after it switched its print-run to bi-monthly with a mobile-first strategy.

The latest Audit Bureau of Circulation figures revealed circulation of the teen bible dwindled to 30,010 from January to June.

CEO at Bauer Media, Nick Chan comments, “Dolly readers predominantly engage with the brand on digital and social platforms and they do so with greater frequency than is possible with a bi-monthly magazine – this mean it is no longer feasible to continue publishing the magazine on a regular basis.

“Dolly has played a part in the lives of many Australians over the years, which is why we are delighted its outstanding content continues but now, exclusively, on the channels today’s teens prefer to interact with most.”

The axing follows in the footsteps of rival Pacific Magazines, which last month sold K-Zone and Total Girl magazines to nextmedia while also revealing its Girlfriend magazine will switch to a seasonal and trend-based print frequency. Bauer has also been closing titles this year, including the iconic Cleo magazine.

It also comes days after rumours began swirling of a potential merger between Pacific and Bauer.

Since it was started in 1970, Dolly has boasted many high-profile editors over the years including the Today Show’s Lisa Wilkinson.

The magazine’s popular model search competition also launched the careers of international models such as Miranda Kerr and Jessica Hart.

The last print issue of Dolly will hit the news stands on December 5, with three collectors covers featuring members of Aussie band Stereo.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter