Bravo magazine, which has accompanied spotty teenagers through puberty since the 1950s, was literally wasting away. In the 1990s, the weekly sold more than 1.2 million copies, but by 2014 sales had shrunk to 120,000.
In a turnaround bid, Bravo is now thicker, has a glossy cover and is on sale at kiosks only every two weeks. At the same time, the magazine has given its online site a makeover and even links readers to YouTube.
The new line at Bravo is part of the strategy at Bauer Media under the leadership of 38-year-old Yvonne Bauer, the company’s publisher. The idea is to invest against the trend in print magazines and generate as much revenue as possible – to finance aggressive new moves into its long neglected digital business.