Instyle to re-launch in Australia via independent publisher, with Justine Cullen at the helm

February 17, 2022 9:51

Independent advertising agency Bashful Group is expanding into publishing with the launch of independent publisher True North, which will see former Elle Australia editor Justine Cullen take the helm as chief content officer.

Bashful Group chief executive Simon Bookallil told Mumbrella the new division will run separately from other companies under the Bashful Group umbrella, but said he was unable to confirm at this stage that the group has snapped up the digital licensing rights of Instyle in Australia.

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

Topics

Bashful Group commercial partnerships digital publisher Elle Australia editor independent publisher InStyle Justine Cullen Simon Bookallil TMC PR

2 COMMENTS

Confused 17 Feb 22

I’m all for the continuation of well-known magazine titles in a digital format and for the rebirth of publishing in Australia, but is InStyle coming back or not? The headline says it is, but the second paragraph suggests it’s not. “…he was unable to confirm that the group has also snapped up the digital licensing rights of Instyle.”

Perhaps some clarification is needed? Are some Dr Mumbo sources suggesting a deal is done?

User ID not verified.

Emma Shepherd 17 Feb 22

Hi there, we do believe the rumours that Bashful Group has bought the digital licensing rights to Instyle, but we were unable to get a definitive answer, as I believe there are still a few contractual obligations to solve first. My hunch is that if it weren’t true, Simon would have just said, “no” to the question. We will update you with further details once we know. Thank you for reaching out.