U.S. magazine publisher Conde Nast Publications Inc. will fold Men’s Vogue into the larger women’s Vogue magazine and cut the number of issues at its Conde Nast Portfolio business title. The decision to shutter Men’s Vogue as a stand-alone title is based on faltering advertising sales.
Men’s Vogue had been published 10 times a year. In a statement, Condé Nast said it would absorb the title into the long-running women’s fashion magazine Vogue, twice a year (in the spring and fall).
The title was launched in September 2005 into a crowded field of men’s titles, and aimed to set itself apart by catering to an older, more affluent audience than competitors like GQ and Details, which are also published by Condé Nast.
Advertising pages in the men’s fashion magazine dropped 20 percent in the third quarter of 2008. Men’s Vogue had an estimated $24.8 million in ad sales through nine months of 2008, compared with $301.1 million for Vogue.
Portfolio, another publication by Condé Nast, that was launched only a year ago, will shrink to 10 issues a year from 12. Portfolio’s ad pages fell 11 percent in the third quarter to 108.75, according to the Magazine Publishers of America.
Print-based publications have been hurt in recent years by the transition to online consumption of news and information. The U.S. financial meltdown of the past two months has exacerbated their difficulties.
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