The biannual magazines are extensions of IDM’s wedding website TheKnot.com.au and anti-ageing website YoungerYou.com.au, and will be distributed nationally. The Knot will have a distribution of 60,000 while Younger You with 30,000.

James Hannan, general manager of IDM told Australian Printer the move acknowledges that there is some content better suited for print than online, and will enable IDM to reach more readers and generate more revenue for advertisers.

He says, “Following the success of a magazine version of our Primped website for David Jones, we feel this is the right model for us, with the printed product driving online revenue. Digital is still the heart of IDM but this is about support. We are acknowledging there is some content our readers want to engage with offline

The new publications will be printed by either Hannanprint or Offset Alpine with the final decision yet to be made.

Also commenting, Marina Go, Independent Digital Media’s Publisher, says the magazines are an exciting step in building on the strength of IDM’s women’s lifestyle portfolio.

She says, “Women engage with media in multiple ways, and The Knot magazine and Younger You magazine will extend the reach of these brands to communicate with audiences both online and offline.”

Go continues, “Our plan is to engage with our communities across all media, with digital at the centre. This next initiative will build on the successful online launches of TheKnot.com.au and YoungerYou.com.au to extend the brands into the magazine landscape.”

The Knot magazine will be available from October 2010 at newsagents nationally, as well as bridal expos, membership subscriptions and The Knot Shop. Younger You magazine will be on sale at newsagents and clinics around Australia from September 2010.

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