According to National Geographic PR representative Ethan Fried, ceasing publication of the award winning National Geographic Adventure Magazine is actually a transitional step into the future. The 17 staffers, who lose their job with this magazine closing, might see things a bit differently.
National Geographic Magazine Group president John Griffin put it this way, “They [Adventure Magazine staff] have consistently delivered award winning editorial to an enthusiastic audience of readers and advertisers. But given the current advertising environment and the opportunities we see in emerging digital platforms, we think the time is right to transition the Adventure brand.” Award winning, for sure, receiving four national magazine awards this year, and holder of several Lowell Thomas awards for general excellence and even travel magazine of the year.
Thus, National Geographic moves forward assuring the more than 600,000 readers that National Geographic Adventure will simply morph into other formats, including special newsstand editions, mobile applications and of course an Internet website, http://adventure.nationalgeographic.com. The National Geographic Adventure Awards will also continue.
Previously it was believed that National Geographic had placed the decade old magazine up for sale at a very reasonable price. Not included in that price of course was the National Geographic name or brand, nor even the iconic yellow border. Without the brand and seal of NG approval, it proved an impossible sell.
The travel magazine, established in 1999, for the hearty and adventurous, published 10 times a year with a circulation of approximately 600,000. Those subscription holders, according to Fried, will be compensated in some way for the remainder of their subscriptions, perhaps subscriptions to other National Geographic magazines.
All magazines, except NATIONAL GEOGRAPHIC KIDS, have seen a downturn in ad pages. Kids has held steady growing approximately 1%. Adventure showing a 44% fall is closely followed by Traveler at 40%. National Geographic, the flagship magazine, has lost 21% ad pages.
Fried assured that the ‘brand is not going away.’ National Geographic Society, begun in 1888, is a strong worldwide brand with its iconic yellow bordered magazines.
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