In a surprising move, NatMags has axed its teen girl digital magazine experiment called Jellyfish. The project, which lasted just 20 weeks ( the average life expectancy of a Box Jellyfish ironically) was, according to Duncan Edwards "...extremely valuable but we could not see a sustainable business model emerging. We have learnt a great deal about digital and email marketing, which will prove to be useful for our core business."
Which of course means that they couldn't get any ad support. The decision to close the title will likely surprise many, who have touted the online teen market as one of the major growth areas of digital media. However, the company had decided to refocus Jellyfish at an older age group of 18-to 25-year-olds and said it was still in a test period that was slated to run until September.