Back in Style: how InStyle Australia reignited a passion for print
When publisher True North Media unveiled a new print edition of InStyle Australia in September, the plan was for it to come out only twice a year. What happened next surprised everyone — including editor-in-chief Justine Cullen.
Newsstand sell-through outperformed projections by more than 40%. Advertisers who hadn't booked print in years called within a fortnight. Subscription requests came in from readers who had never bought the digital-only edition.
"Print gave us a stage," Cullen says. "The conversations we wanted to have about fashion, identity, craft — they needed paper, photography and the time the format demands."
The return of InStyle Australia echoes a quieter pattern across the Tasman: a generation of readers re-discovering the deliberate pleasure of a beautifully made magazine.