ABSTRACT
Between December 2009 and December 2011, the overall circulation of print magazines in Australia reported a drop of 5.61 percent (ABC, 2012). Bucking the trend of the decline is an independent (‘indie’) bimonthly women’s fashion and lifestyle magazine titled frankie, founded in a small apartment in suburban Melbourne in 2004 by two Australia young ‘creatives’—online editor Louise Bannister and creative director Lara Burke. With a 13.97 percent increase in its circulation during the reported period, frankie has become one of the fastest growing magazines in Australia. By the end of 2011, the monthly circulation of frankie reached 57,934, outnumbering 100-year-old publications of the same category such as Harpers Bazaar (54,158) and Vogue (51,103) (ABC, 2012). The social media pages of frankie have attracted an even larger global following, with over 168,000 on Facebook and 52,000 on Twitter. 1
