Penton Shifts Direct, Promo Magazines Online-Only, Launches Print Title
Chief Marketer to carry a 55,000 circ, including 30,000 digital subscribers.
Amidst a company-wide restructuring to shift to what it calls a “market-facing structure,” Penton Media today said it will launch a new print magazine: Chief Marketer.
With an initial print run of 25,000, the magazine is an extension of Penton’s Chief Marketer Network, which includes Direct, Promo and Multichannel Merchant.
As part of the announcement, Penton will shutter the print editions of Direct and Promo and shift the content online, the company said.
A Penton spokesperson declined to say exactly how many staffers were affected by the closing of the print editions of Direct and Promo, other than to say "a few" positions were eliminated.
“Are we crazy for starting a magazine in this climate? Maybe,” Chief Marketer Network founding editor Ray Shultz said in a statement. “But the marketing landscape has changed. The marketing community as a whole is hungry for content on measurable marketing strategies, practices and operations, and we hope to deliver it in a well-packaged magazine containing the best material from multiple sources.”
Penton said Chief Marketer will “incorporate elements” from Direct and Promo. The magazine also will carry 30,000 digital subscribers, the company said.
Late last month, Penton confirmed at least “a handful” of layoffs at its technology group—specifically at Windows IT Pro, SQL Server, and System iNetwork. The company is undergoing several changes, the spokesperson said, as it reorganizes around 13 market-focused segments under five umbrella groups: industry; agriculture, food and marketing; lifestyle; technology; and financial services.