Wooden Horse Round-Up

ELLE DECOR will raise its rate base from 500,000 to 550,000 with the March issue after taking on the subscribers of the defunct METROPOLITAN HOME…

TY PENNINGTON AT HOME magazine, launched in 2007 with the first issue in 2008, will no longer be publishing.  The magazine, named for the host of the TV program Extreme Makeover: Home Edition, focused on lifestyle, remodeling and decorating solutions for everyday homeowners…

BAY CITIES Magazine will fold with the current issue.  It covered Green Bay, WI history, lifestyle, economy and culture…

FOOD NETWORK has a new managing editor, Maria Baugh, mbaugh@hearst.com

MARTHA STEWART LIVING has a new editor-in-chief, Vanessa Holden, vholden@marthastewart.com

THE NEW REPUBLIC terminated a half-dozen staffers including senior editor Christoper Orr.  Frank Foer will remain as editor of the political insider magazine while some staffers may remain on the masthead, but in the capacity of freelancers.  Others will take salary reductions…

ATLANTA LIFE ceased publication with its November/December issue.  It covered upscale lifestyle including travel, dining, wealth management, luxury automobiles, mountain and beach life, and fashion…

HGTV Star Mike Holmes Makes it Right on the Newsstand

HOLMES: THE MAGAZINE TO MAKE IT RIGHT has launched at Toronto’s Union Station.  The magazine is centered on the expertise of HGTV star Mike Holmes, billed as Canada’s Most Trusted Contractor.

Regular features includes Ask the Pro, Eco-section and Spotlight Trade.  “This is the magazine homeowners need to help them with their renovations,” Holmes says.  “It’s the magazine I was searching for and couldn’t find.  So, I had to make my own magazine, and Make it Right.”

Published bi-monthly by Dauphin Media Group Limited, the new Canadian periodical is sold across the country at large magazine retailers with a newsstand price of $5.95. Subscriptions are available for Canadian $23.50. The only contact given is Liza Drozdov, Director of Communications, The Holmes Group, lizadrozdov@makeitright.ca

Finally! A Magazine Increases Its Publishing Schedule

WSJ., Wall Street Journal’s quarterly glossy magazine, will actually increase its publishing schedule in 2010 and will be published in March, May, June, September, October and December of next year.

In a time when many magazines are folding or moving toward an online presence only, WSJ.  Is boosting its publishing schedule, and in the process, hopes to boost its bottom-line.  Since its launch in September 2008, company officials said WSJ., a lifestyle magazine targeting affluent readers, has attracted 64 new advertisers to the Journal franchise, with 20 of those subsequently increasing their exposure with other Journal properties.

Also, circulation will rise from 800,000 to 1.5 million because the magazine will continue to be included in 800,000 copies of the Journal in its 17 largest markets, but will also be distributed to all subscribers in the US and made available in the Weekend Edition on newsstands across the country.

WSJ. content is available for free online at www.wsjmagazine.com. Tina Gaudoin is editor-in-chief.

New Magazine Targets Female Guitarists

GUITAR GODDESS, a magazine produced by Guitar Goddess of Beverly Hills, CA, debutes with a November/December issue featuring Lita Ford.

The monthly print magazine – a spinoff of the http://guitargoddess.com/magazineblog website of the same name – targets female guitarists.  The intent of both the print and cyber site is “to bring female guitarists together under one site to learn, grow, network, and celebrate our accomplishments.”  Each month it will review new works by female guitarists, share guitar tips and tricks, review equipment and generally keep readers up-to-date with the latest technology.

Another Wedding Magazine Dissolved

INSTYLE WEDDINGS, a quarterly magazine from Time Inc, is folding.  The last issue will hit newsstands December 25 and be on display through March.  Time Inc will continue to publish other spinoffs, such as INSTYLE HAIR.

Nine people will be laid off as part of the closure.  The New York Times reported that earlier in November, Time Inc began laying off roughly 500 staffers in a reorganization estimated to save $100 million.

The wedding category has been hard hit.  Besides InStyle Weddings, Condé Nast folded ELEGANT BRIDE and MODERN BRIDE last month.  However, multimedia GET MARRIED magazine, the new shopping and trend guide for the savvy bride, launched October 1.  Published four times a year, it is part of the national, multimedia brand Get Married Media, bundled with the getmarried.com web site and television show.

Hollywood Trade Gets New Editor

DAILY VARIETY, the trade paper of Hollywood since the 1930’s, is getting a new editor.  Leo Wolinsky, a former editor with the Los Angeles Times, will be taking over in January 2010.  Wolinsky will manage the Los Angeles-based print version, as well as the New York publication, DAILY VARIETY GOTHAM.

Daily Variety has been getting competition from new trade magazines.  The publisher, Brian Gott, hopes Wolinsky will be able to give the print editions a much needed boost.  On the block last year, Gott said that Variety is no longer for sale.

The daily print editions have a circulation of 35,000 and the online version, www.variety.com, which contains some print content, receives 5 million visitors a month.

Air Transat Shuts Down Inflight Magazine

Canadian ATMOSPHERE, the official inflight magazine for Air Transat, has been shut down.

It was custom-published in Miami Beach, FL, by Toronto-based publisher Business Class Media.  No information about layoffs is currently available.

The bilingual (French/English) magazine had a print run of 70,000 copies targeting Air Transat’s vacation-bound passengers.  Its website was still active at the time this was posted.

New Wine and Travel Magazine to Tempt Canadians

BRIX Magazine, a new wine and travel magazine for Canada, has announced it will be ready for publication in January 2010.

The tabloid-sized publication will focus on unique wine experiences from every corner of the globe for the 45 to 65 demographic.  A younger audience will be targeted through the upcoming website, brixmag.com, which will feature original material.  Editor-in-chief and creative director Nicole Vallee, nvallee@brixmag.com, says contributors will include both national and international sommeliers.

Brix will have a starting circulation of 10,000 and offer subscriptions through the website and in wine guilds across the country.

Another Newspaper Publisher Lobs Off Employees to Preserve Profits

USA WEEKEND, the weekly magazine insert in the national newspaper USA Today, lost eleven staffers when owner The Gannett Company opened the month of December with a new round of cutbacks eliminating 5% of USA Today’s newsroom staff.

Seven USA Weekend positions will be cut immediately, four will leave in March.  The remaining Weekend staff will consolidate with the newspaper.

USA Today sells a big share of its papers to hotels, motels and airports and has taken a major blow when the economic downfall hit the travel and hospitality business, losing its number one national circulation position to The Wall Street Journal.

National Geographic Takes Opportunity to Move into the Future

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.