Rumors that Self magazine — Conde Nast's struggling fitness glossy — may shutter have been floating around for a while now, with one recent theory suggesting the mag may merge with beauty publication Allure. However, a top-level hire announced this week could indicate a different future: one that's solely digital.
Mashable reports that at an "impromptu" all-hands meeting during Fashion Week, Anna Wintour announced that Carolyn Kylstra, Buzzfeed's health editor, would become Self's digital director. Writer David Yi suggests that "a health hire like Kylstra might signify the brand will return to focus on health, from a less fashionable standpoint." Most recently, Self has taken a more fashion-forward approach, with cover models like Karlie Kloss and Candice Swanepoel and a focus on incorporating more high-end designer brands into editorials. However, sales are still down for the print component, though online traffic is on the rise from last year.
The article adds that December could mark the very last issue. Will Wintour and Kylstra take Self fully digital? If so, hopefully it doesn't follow in the footsteps of LuckyShops — the e-commerce branch of the now-defunct Lucky magazine — which is rumored to fold in the near future.