MORE IS NO MORE: More magazine is the latest casualty in the publishing world, axing 30 staffers. “After a comprehensive review,” Meredith Corporation has decided to discontinue publishing More after the April 2016 issue, “deciding rather to invest and align its resources against more profitable activities,” the company said Thursday.
This story first appeared in the February 26, 2016 issue of WWD. Subscribe Today.
The magazine’s staff got the word from its “senior leadership team” that they would be out of work Thursday morning, according to a Meredith spokesman. Launched in 1997, the women’s lifetsyle magazine was said to have a rate base of 750,000 and a circulation of 1.8 million. Tagging itself as “For Women of Style and Substance,” the magazine tried to connect with readers beyond its pages and Web site.
Over the years the magazine launched such events as the More Magazine Women’s Half-Marathon through a partnership with the New York Road Runners Club and the seemingly disparate “More Uncorked,” a wine club with the California-based Women of the Vine alliance, a membership-based group that empowers women worldwide to advance their careers in the alcohol beverage industry. The magazine got a new look to kick off 2015, but that came with a higher subscription rate and a much lower rate base. (The circulation had dropped from 1.3 million to 750,000 as a result of the $5 hike, or subscription cost of $15). “This is all part of the plan,” More publisher Jeannine Shao Collins told WWD at the time.
With editor in chief Lesley Jane Seymour calling the shots, the 10-times a year magazine featured First Lady Michelle Obama on its cover in October 2008. The company statement touted that More “has attracted a loyal audience of high-household income women,” noting that it “became a profitable endeavor in the early 2000s, but was particularly hard hit during the recession of the late 2000s, and advertising never fully recovered to sustain prior levels of profitability.”
“Despite a significant investment in More last year – including an increased trim size and higher quality paper stock that aligned it with its upscale and affluent audience — More continued to face advertising challenges in the luxury marketplace,” the company said.
“Meredith wishes to thank the entire More team for the creative energy and passion they have had for the magazine. They have been consummate professionals, and we appreciate everything they have done with the title over the past several years.” the statement read.
Seymour could not be immediately reached for comment. In a recent interview with her alma mater Duke University’s alumni magazine, Seymour said, “I think the most important thing about running a magazine — for me — was that I was never sitting behind a desk and never knew what each day holds. I like surprise and a fast pace. That keeps my brain going and makes life fun.”
Ironically, More’s home page currently features an image of the actress Diane Lane with the headline “Changing Lane.”