We were really pleased to learn recently that Frankie is officially Australia’s fastest growing magazine.
While this definitely wasn’t news to us (have you seen just how many copies of Frankie sit in the ‘Our Favourites’ section at the front of our stores?!) the official word came via the latest Audit Bureau of Circulation’s figures which reported that this standard-bearer of sassy, independent girly cool grew by 31.6 per cent in the year to December.
The release of these figures certainly marks an important point in Australian publishing, where an independent mag, founded in 2004 by two 25 years olds and edited out of a one-bedroom flat in inner-Melbourne is only slightly lagging behind established giants like Vogue and Harper’s Bazaar.
Smart, inspiring and undeniably girly without bothering with stories on diets, orgasms and sealed sections, it seems that Frankie has flourished by simply sticking to its path and striving to provide an intelligent and altogether more focused alternative to some other more… vacuous magazines out there vying for the attention of the same demographic.
Which is not to say that there’s anything wrong with features on diets and orgasms and ‘drive him wild’ sealed sections… it’s just that after the fourteenth or fifteenth time they can get a bit predictable*.
Viva Frankie!
* We strongly recommend that you still buy all of these types of mags -preferably from us of course 
I love, love, love frankie. Best chicks mag around. Who gives a shit about celebs anyways! Give me a nice recipe or something crafty and I’m happy.
My boyfriend just bought me a 12-month subscription from the online magnation – I am so excited! I think I have every issue ever published. It’s a great mag – congrats to Frankie!
Love frankie, have a subscription… but definitely noticed a lot more ads this month… its wonderful that the mag is growing but thats the downside I suppose.
I’m looking into Frankie as a case study for a marketing subject at uni. Being a male, I’m not exactly the typical reader, but I have to say I’m converted – it’s a cracking little mag. I especially liked the comparison of sealed “drive him wild” sections of bikini-flogging glossies to IKEA assembly instructions (the mind boggles). The stir fried casio in the background on p42 was a nice touch too. I’m looking to get a better picture of what Frankie means to its readers and how it’s different to other mags in the category like Yen, Russh and Oyster (which Frankie readers seem to go for). In marketing speak, I need to understand Frankie’s positioning (not the IKEA kind mentioned above). Any thoughts?
Cheers,
Andrew