The printed edition of Bauer Media’s teen magazine Dolly has been axed, the masthead set to shift to entirely to digital after 46 years on the Australian magazine stands.

Bauer has axed the printed publication only months after it made the switch to a bi-monthly edition. It was launched in 1970 and the latest audience figures show the mag had a circulation of some 30,000 per issue. At its peak in the 1990s, Dolly had a monthly circulation figure of around 200,000.

It is the second iconic print title Bauer has farewelled this year after the publishing giant closed fashion magazine Cleo in March.

[Related: Bauer puts microscope on mag business] 

Bauer CEO Nick Chan justified his decision to cease Dolly’s printing by highlighting the teen bible’s readers as digital natives.

“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 means it’s no longer feasible to continue publishing the magazine on a regular basis,” says Chan.

The news comes soon after fellow publisher Pacific Magazines revealed its plans to re-launch Dolly rival Girlfriend Magazine with a refreshed focus on digital and seasonal print editions.

Earlier this week ProPrint reported on rumours of Bauer Media approaching Pac Mags over a potential merger. Neither publisher has confirmed nor commented on the speculation, however a merger between the magazine powerhouses is a likely move as both look to shrink printing and target digital.

The final edition of Dolly Magazine will go to press on December 5, its content to be directed to a mobile-only platform.

Chan says all full-time staff affected by Dolly’s print closure will be shifted to other positions at Bauer.   

Bauer Media outsources most of its printing to IPMG, PMP and IVE Group. 

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