Mag Bag: Meredith Shutters 'ReadyMade'
Meredith Shutters ReadyMade
Meredith Corp. is closing ReadyMade magazine and cutting 75 positions companywide, reflecting "ongoing weakness in the home category/marketplace." While far fewer big magazines have closed in 2011 compared to 2010, the fate of ReadyMade serves as a reminder that large parts of the industry are still struggling, especially when they depend on troubled economic sectors like real estate.
ReadyMade -- a bimonthly do-it-yourself targeting younger women -- was closed after 10 years in print, including five years as a Meredith property. While popular among a sought-after demographic, its circulation (335,230) and overall reach remained relatively small, compared to Meredith flagships like Ladies' Home Journal and Better Homes and Gardens . That made it something of a "niche" publication -- and the odd man out in the Meredith roster.
To give some idea of the disparity, in the first quarter of 2011, ReadyMade 's total ad pages declined 8.5%, compared to the same period in 2010, to 17.6, for total rate card revenues of about $700,000, per Publishers Information Bureau. Meanwhile, LHJ saw ad pages decrease 2.4% to 188, for total PIB rate card revenues of $42.9 million.
As part of these cutbacks, Meredith also announced it is taking a special charge of about $10 million related to the closing of ReadyMade and 75 layoffs.
Hearst Picks Pixazza
Hearst Corp. is beefing up e-commerce options on its magazine Web sites through a new partnership with Pixazza, which integrates e-commerce functionality with interactive images. For example, when a user scrolls over an interior decorating photo shoot, a small card from Pixazza appears, offering brief descriptions of products under the cursor, which allows the consumer to purchase the product.
Pixazza also produces a list of similar or complementary products available for purchase. Hearst is launching the new Pixazza service on the Web sites for Redbook and House Beautiful , integrating e-commerce options into images from advertisements and some editorial content.
GQ Partners with Park & Bond
Conde Nast's GQ is also bolstering its e-commerce options through a new partnership with Park & Bond, which will allow the men's mag to establish a virtual "boutique" on its site for at least six months, beginning with the first run from September-February.
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Hearst is launching the new Pixazza service on the Web sites for Redbook and House Beautiful, integrating e-commerce options into images from advertisements and some editorial content. Conde Nast's GQ is also bolstering its e-commerce options through a
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