Randall-Reilly Scales Back Two Magazines
Equipment World, Better Roads to merge.
In a cost-cutting move, Randall-Reilly, a B2B publisher with footholds in several markets, is merging two of its brands and going digital-only with another.
Road building magazine, Better Roads, will fold as a standalone title and become part of Equipment World, the company's flagship construction equipment magazine.
Discounting a 20-percent overlap in audience between the brands, the move increases Equipment World's circulation by more than 20,000, putting it at 100,000, including a bump to its key heavy contractor audience.
"The integration of these brands provides us with the capability to provide enhanced content to audiences with very similar interests," a company spokesman tells FOLIO:. "However, Equipment World is now able to provide advertisers with a valuable balance between diversity and niche targeting that was previously nonexistent."
Equipment World will add road building content to its print issue and include a vertical for the content on its website.
The company also announced that its landscaping magazine, Total Landscape Care, will be going online-only. Qualified circulation was above 72,000, the company says, and strong digital growth—unique visitors to the site increased almost 60 percent last year—was one of the major contributing factors in the decision.
Randall-Reilly says the impact on staffing from both moves was "miniscule."