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RIP, Teen People July 25, 2006

Posted by David Card in Media.

This probably won’t be the last to shut down.

    Time Inc. said it will stop publishing Teen People with the September 2006 issue but operate the magazine as an online-only venture. The magazine, which was launched in 1998, had seen its circulation and advertising decline in the past few years. Ann Moore and John Huey, the chief executive and editor-in-chief of Time Inc., told employees in a memo that the company would continue to invest in Web site, “which shows promise and growth.”

Heavy magazine readers are a highly desirable audience: they’re influential and wealthy. An audience that other media — especially online — will target aggressively.

Emily and I pretty much agree. Magazines that depend on young audiences — especially general rather than targetable ones — and on timely news, and that don’t have gorgeous pictures and advertisers who like glossy print (and passalong readership), are hugely vulnerable. Especially if they’re not either very small or very large in circ or revenues.

Who needs medium-sized weekly news or entertainment or, gasp, sports mags, for instance? It’s gonna get ugly.

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