Ladies' Home Journal to Be a Quarterly Magazine
UPDATED: Ad pages fell 22 percent in the first quarter of 2014 for the lifestyle publication.
Another one of the Seven Sisters is cutting its print presence.
"We announced today we are transitioning Ladies’ Home Journal from a subscription magazine published 10 times a year to a newsstand only quarterly title with a robust digital presence," stated Art Slusark, vp chief communications officer at Meredith Corporation. "We will continue to serve existing LHJ readers and advertisers through the quarterly publication as well as through category leaders Better Homes and Gardens and Family Circle, the just launched Allrecipes magazine, and recent acquisitions such as Every Day with Rachael Ray and Eating Well."
The 131-year-old magazine hasn’t been doing any worse than its competitors in the women’s service category. In the second half of 2013, its circulation was flat at about 3.2 million, per the Association of Audited Media, making it the fifth-biggest women’s service title, behind Better Homes and Gardens, Good Housekeeping, Family Circle and Woman’s Day. Single-copy sales were actually strong during the period, rising 4 percent -- an impressive feat in the current newsstand environment.
The magazine wasn’t doing quite as well on the advertising front. Ad pages fell 22 percent in the first quarter of 2014, according to Publishers Information Bureau. However, all of the magazine’s main competitors had similar numbers for the quarter (and, in fact, fellow Meredith titles Better Homes and Gardens, Family Circle and More all fared worse).
Information in this article first appeared on Adweek.com.