TLP: Even the People Who Still Buy It Don't Read It

media advertising
It can't be a good sign when you publish a magazine for rich people and rich people don't buy it. That's the story with Town & Country, slick and glossy and now hurting.

NYT (which still pulls ad dollars and a good demographic):

According to GfK Mediamark Research & Intelligence, the main demographics research firm for magazines, Town & Country’s readers have a median annual income of just $61,614, putting it just ahead of readers of Dirt Rider, but trailing Good Housekeeping, Cooking With Paula Deen and Four Wheeler.

Editorially, the Hearst magazine has never won an award from the American Society of Magazine Editors, and the last time it was nominated was 1999. Its newsstand sales dropped about 36 percent from 2005 to 2009.

The magazine relies on luxury ads, and it took a beating as many luxury companies halted print advertising. Its ad pages fell 45.6 percent from 2008 to 2009, worse than almost any other luxury magazine, according to the Publishers Information Bureau.
Trailing Four Wheeler and Cooking With Paula Deen is not in the Hearst business plan for T&C. And they have to be kidding with this online presence. New editor Stephen Drucker promises changes, but doesn't seem to know exactly what those will be. Who will get covered to make things more exciting for readers? “I’m not leaving anyone out,” he told the NYT. “It’s not about judgment; it’s about saying, ‘This is worth noting, or observing.’ ”

Better figure that out, Dirt Rider is closing in.

The Lazy Paperboy

Some say he’s half man half fish, others say he’s more of a seventy/thirty split. Either way he’s a fishy bastard.


elf2006real said...

61K and change ain't rich.
Or I'm the Count of MonteCrisco.

Change message (affordable decorating) for the age - and an age of enforced frugality it is, and change medium to reflect the age.