• WWD, Monday, January 12, 2009 9:15 AM

Condé Nast has found a way to keep Men's Vogue alive after shrinking the title to twice a year. The spring issue will appear as a reverse-bound issue attached to the April issue of Vogue. It will be the first time Vogue has published a reverse cover. This special Men's Vogue will likely carry around 60 pages. A four-color full-page ad will cost $52,340, compared to a similar ad in Vogue for $128,220.

The experiment helps the publisher in two ways. Men's Vogue more than doubles its circulation, which was 350,000 as a monthly title, by being sent to Vogue's 800,000 plus subscribers. Also, Vogue gets a boost in ad pages from having Men's Vogue in its issue. Company execs say that if the double-magazine effort works, it might be used to revive another fledgling Vogue spinoff, Vogue Living.

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