Tags: Prevention Magazine | Print Ads | rodale | Wall Street Journal

WSJ: Prevention Magazine to Drop Advertising

WSJ: Prevention Magazine to Drop Advertising

By    |   Monday, 04 April 2016 09:19 AM

Prevention magazine, once Rodale Inc.’s flagship title, reportedly will no longer accept print advertising starting with its July issue.

Prevention, which focuses on nutrition, fitness and weight loss, sold 707 ad pages in 2015—8.3% more than the prior year. But the revenue from those ads was less than in 2014, when the magazine had a much larger circulation and commanded a higher rate, The Wall Street Journal reported.

Publishing heiress Maria Rodale, chief executive of the family-owned publisher, said the title has long been in the red. “Following a steep drop in advertising across the company’s portfolio in the fourth quarter, and facing the company’s second annual loss in seven years, she decided to raise newsstand and subscription prices at Prevention and slash costs by eliminating pages with print ads,” WSJ.com reported.

“We’re walking away from revenue but we’re also walking away from a lot of expense,” she told WSJ.com. “Let’s serve our readers and charge them for it.”

Some experts claim the decision by the company, whose other publications include Men’s Health and Runner’s World, makes little sense.

“It’s hard to understand why one would give up the revenue from 700 pages of advertising,” media industry consultant Peter Kreisky told the Journal.

To be sure, print publications of every kind are struggling to thrive and survive in the digital age.

For example, newspapers have settled on a strategy to stop withering away: feast on each other for survival.

For the owners of big-city dailies like the Chicago Tribune and Denver Post, buying smaller publications and slashing costs has become a way to buy time while figuring out how to make more money online. That was the logic behind the recent failed attempt by Tribune Publishing Co., owner of the Los Angeles Times, to buy two Southern California newspapers.

“The case for consolidation has gotten stronger than ever,” Rick Edmonds, a media business analyst for the Poynter Institute, a nonprofit journalism school, told Bloomberg. “It is one of the ways that newspapers are repositioning themselves against the digital competition.”

And the problem is global in scope.

Print publication around the world are losing out to television, adblocking is on the rise and newspapers are struggling to prove their worth to ad business, the UK Guardian explained.

"If newspaper advertising, the lifeblood of British journalism for the best part of 200 years, is not to dry up completely, publishers must find new ways to convince advertisers that they have audiences worth targeting. And quickly," the UK Guardian's Roy Greenslade warned.

(Newsmax wire services contributed to this report).

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Prevention magazine, once Rodale Inc.'s flagship title, reportedly will no longer accept print advertising starting with its July issue.
Prevention Magazine, Print Ads, rodale, Wall Street Journal
Monday, 04 April 2016 09:19 AM
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