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After a 20-week trial of the magazine, NatMags chief executive Duncan Edwards said he could not see a sustainable business model emerging.

"Trying new things and being creative is what NatMags is all about and Jellyfish really reflects this," he said, adding that the company had "learnt a great deal about digital and email marketing" from the experiment.

Jellyfish launched in March targeting 13- to 19-year-old girls, but was repositioned in June for women aged 18 to 25.

NatMags managing director Jessica Burley said the continuous testing throughout the 20-week trial shoed that Jellyfish was successful as a product and was received well by readers, but that marketing and distribution challenges were too significant.