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Ad Age Cuts Frequency by Almost Half

Move follows dramatic redesign, merger with other Crain publication.



By Michael Rondon
01/06/2014

Advertising Age is reducing its print frequency by 45 percent, dropping to 25 issues per year effective with its upcoming issue, the company announced Monday.

The Crain Communications title aimed at consumer marketers and advertisers had been running on a near-weekly basis, publishing 45 issues over the last 12 months to a total circulation of about 57,000, per the Alliance for Audited Media.

As part of the changes, the magazine will increase its minimum page count by 50 percent and introduce several new features. The company also announced plans to upgrade its website and launch a membership program in the near future as part of an increased focus on its digital products.

"Ad Age now routinely surpasses 1.5 million unique visitors every month, and that number continues to grow," Allison Arden, publisher of Ad Age, says in a statement. "The reality is that Ad Age is now a 24-hour news service online, around the world, and so we want to evolve the magazine with content better suited for the print medium."

The move comes a little over a year after a dramatic redesign and at the same time Crain's business marketer publication, BtoB Magazine, was absorbed by Ad Age.

Like most sectors in trade media, business, advertising and marketing magazines have been faced with a challenging ad sales market. Ad pages dropped 13 percent year-over-year while revenue fell 20 percent, according to a first-quarter report from ABM. Across all categories, print advertising continues to diminish as a revenue stream, being replaced by tradeshows, digital advertising and data solutions.

In a related announcement, Ad Age also named the Abbey Klaasen to the newly-created role of Associate Publisher, Editorial Audience. Klaasen had previously served as Editor of the magazine.

"We're investing to make sure our editorial reflects the vibrancy of an increasingly digital and integrated industry," Klaassen says. "Our goal is always to grow with our industry, and that means on-going assessment of our structure and product offering. This market is constantly changing."

Executive Editor Matt Quinn will take over day-to-day newsroom operations.

By Michael Rondon
01/06/2014







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