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Good Scales Back Frequency

Magazine goes quarterly.



Dylan Stableford By Dylan Stableford
04/13/2009

Good, the three-year-old for-profit magazine with a non-profit ethos, is scaling back frequency.

The bimonthly title “for people who give a damn” will go quarterly. The “transportation issue,” currently on newsstands, is the first at the 4X frequency.

“It was a decision we made for a variety of reasons,” Good creative director Casey Caplowe wrote in an e-mail to FOLIO:. “Our people are easier to reach and connect with online, we wanted to devote more resources to serving them there.”
 
“Ultimately we felt that we'd rather put a bit more into the Web efforts even if [we] took some resources from print,” Caplowe continued. “That said, the magazine and print as a medium is still one we believe in thoroughly.”

Good’s circulation has grown from 25,000 to about 60,000, in part, through a campaign which readers could name their own price for a yearlong subscription to the magazine, with proceeds donated to charity.

Last year, Good named its first CEO, a signal that the bootstrapping company was getting serious about the business side.

“Within a five-year timeframe, we hope to emerge as a lifestyle brand that provides content through digital and print media,” founder Ben Goldhirsh said at the time. “I would not estimate the numbers, but we hope to achieve profitability in that timeframe.”

Dylan Stableford By Dylan Stableford
04/13/2009




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