Mag Bag: Magazine Launches Outpace Closures In 2012

Magazine Launches Outpace Closures In 2012

There were 227 new magazines launched in 2012, according to, an online database of magazines owned by Oxbridge Communications. Launches significantly outpaced closures, with just 82 magazines shuttered during the year.
The number of new magazines launches was down slightly from 2011, when 239 new magazines debuted. The number of closures dropped even more dramatically, from 152 in 2011.
While the tally of new magazines shows continued interest in print publishing, it’s worth noting that the closures included some major titles like Newsweek and more recently, Martha Stewart Living Omnimedia’s Whole Living and Sporting News. Other magazines that closed during 2012 included Nintendo Power, PlayStation: The Official Magazine, NFL Magazine, Healthy Cooking and Caribbean Life & Travel.
Magazines launched (or relaunched) in 2012 included Du Jour, a luxury title launched by Jason Binn; Best Life, resurrected by Rodale after several years in magazine purgatory, and Ranger Rick Jr.
The most popular categories for new launches included regional interest, with 24 new magazines; lifestyle, with 18 new magazines; crafts, also with 18 new magazines; and food, with 14 new magazines.
Maxim Launches Xbox App
It’s a match made in heaven: Maxim is launching a new app for the Xbox 360, available on Xbox Live’s online entertainment network. Content available via the app includes 20 new video programs, spanning familiar Maxim subjects, including comedy, beautiful women, gadgets and gear. It also offers continuation of current Maxim series featured on, including Maximum Exposure, Maximum Warrior, Hometown Hotties and Dare Maxim.



There is also partner content, featuring programs from Red Bull Media House and UFC, and “Maxim Classics,” consisting of evergreen content from the magazine’s video library, including footage from cover shoots, entertainment, interviews and Maxim events. The app offers a variety of advertising opportunities, including the chance to associate brands with YouTube personalities featured on the app.
Sporting News Shutters Print Edition
Sporting News is closing its print edition after 126 years, with plans to go to digital-only distribution at the end of this year. In a letter to subscribers, Editor in Chief Garry Howard and publisher Jeff Price wrote: “We recognize this is not a popular decision among our most loyal fans. Unfortunately, neither our subscriber base nor the current advertising market for print would allow us to operate a profitable print business going forward.” However, Sporting News will continue to publish six sport-specific yearbook previews in 2013: baseball, NFL, college football, college basketball, fantasy football, and fantasy baseball.
Condé Nast Offers Glam Belleza Latina
With marketers paying more and more attention to the U.S. Hispanic market, Condé Nast is moving into the space with a new supplement to Glamour called Glam Belleza Latina (Latin Beauty). The new supplement will be mailed to Hispanic Glamour subscribers once a quarter, starting in April 2013. Not to be outdone, Hearst is increasing the frequency for Cosmopolitan for Latinas from biannual to quarterly next year as well.
Nizza To EIC, Esquire Digital
Mike Nizza is joining Esquire Digital as its editor in chief, with responsibility for editorial operations at He previously served as managing editor for news at “The Daily,” News Corp.’s experimental digital publication for tablets, which folded earlier this month. Before that, Nizza helped launch The Atlantic Wire.

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