Bauer Increases Frequency For 4 Magazines

While many publishers, like Condé Nast, are reducing the frequencies of a number of its print titles next year, Bauer Media Group is increasing the number of print issues for four titles in 2018.

Life & Style will print 53 issues next year, up from 51, and Closer, In Touch and Woman’s World will go up from 52 to 53 issues, according to Folio, which first reported the news.

“Bauer earns a positive margin on every issue from single copy sales,” Bauer CEO Steven Kotok told Folio. “So the more issues we publish, the more money we earn, unlike an ad-dependent model in which fewer ads each year are spread over the same number of issues.”

Last week, WWD reported Condé Nast would reduce the frequency of W magazine from the 10 issues printed this year to eight collectible “volumes” in 2018, as well as increase its newsstand price by $2 to $9.99 an issue.

Condé Nast also ended Teen Vogue’s print product this fall and plans to drop the frequencies of GQ, Glamour, Allure, Architectural Digest, Condé Nast Traveler and Bon Appétit.

Kotok explained to Folio that Bauer Media “activates a majority of its readership at retail point of sale,” meaning its brands “have very low duplication from all our competitors whose readers are overwhelmingly served subscriptions in their homes.”

Bauer also increased the number of its ad pages this year. A special holiday issue of Woman’s World on newsstands this week upped the number of its ad pages from seven per issue to nine, as well as increased its page count to maintain its edit-to-ad ratio.

Bauer Media Group USA also publishes J-14. This summer it launched Teen Boss, a new, print-only brand for teenagers aspiring to be in business.
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