MotorBoating Magazine Shutters Print Edition, Goes Online-Only
Will relaunch as digital in early 2012.
Bonnierâ€™s MotorBoating magazine, a part of the Marine Group Network that includes Yachting and SaltWater Sportsman, is folding its print issue. The July/August 2011 installment will be its last.
Current print subscribers will be sent Yachting Magazine or another magazine of their choosing in place of MotorBoating, says group publisher/VP of Bonnierâ€™s Marine and Aviation Group Glenn Hughes. Bonnier purchased the boating enthusiast title in 2008.
â€śOverall, the marine market has taken an incredible hit over the past three years, and that includes all our brands. MotorBoating was probably hit the worst because the 30-60 foot boat market it supported; boat sales have dropped off the table, down 70-80 percent, compared to 2007 vs. 2011,â€ť says Hughes.
MotorBoating reported one of the highest percentage increases in consumer ad pages for first half 2011. FOLIO: sister publication min reports ad pages were up for the magazine 67 percent, from January-June 2010â€™s 170.63 pages to January-June 2011â€™s 285.67 pages.
Hughes says it was easy to show this increase, as ad pages were initially so low, â€śIncrease was directed towards brokerage/back of the book advertising through boat dealers and used boat sales. We offered great programs for these guys to participate in, and they did, but it wasnâ€™t sustainable for the rest of the magazine.â€ť
Instead of completely pulling the MotorBoating title, Bonnier is relaunching the content in a digital form come 2012. Sally Helme, group publisher of Cruising World, Sailing World and Yachting magazines, will be leading the effort, along with Yachting Magazineâ€™s editorial director George Sass.
â€śWeâ€™re looking at a digital publication that takes down some of the walls in the way the magazine has to be laid out and giving it a different look, whether its on a computer, iPad or smartphone. Weâ€™re going to focus more on the DIY side of the brand and a section called BoatKeeper. Weâ€™re hoping to do more of an education process, helping people improve and maintain their boats,â€ť says Hughes.
While Hughes says there will be content available for purchase through the iTunes store, the digital edition of MotorBoating will not be limited to the iPad, â€śWe want the format to be available on all forms of media.â€ť
MotorBoating currently has 80,000 subscriber and newsstand readers, according to Hughes, as well as 70,000 people on its email lists.