MORE IS MORE OR LESS IS MORE?: More magazine is entering a new chapter.
Starting with its February issue, the women’s title will get a sleeker design, more editorial pages and bigger, better paper stock.
But all this comes at a price — a higher subscription rate and a much lower rate base.
The Meredith Corp.-owned magazine said its circulation has dropped from 1.3 million to 750,000 as a result of the $5 hike, or subscription cost of $15.
Editor in chief Lesley Jane Seymour called the move “intentional” and “strategic,” which, in a time of waning print readership, seems a bit hard to swallow.
“This is all part of the plan,” said More publisher Jeannine Shao Collins from a corner conference room in Meredith’s Midtown offices in New York, while Seymour thumbed through the redesigned magazine.
Hitting newsstands on Jan. 27, More’s February issue features cover model Drew Barrymore surrounded by cover lines that read: “How Real Women Reinvent” and “Get the Hair You Want.”
“We are not a magazine for all women between the ages of 35 and 54,” Collins said. “We are a magazine for who we like to call ‘the fabulous women.’ We like to keep it to those women who are professional, managerial, with a really high income.”
The publisher said that income hovers around $110,000 a year, which is the highest average income of any women’s magazine.
To serve the fabulous women, the magazine has undergone a redesign that allows for 15 to 20 more pages of editorial copy on a range of topics from fashion and beauty to personal finance, technology and entrepreneurship. The magazine is also adding travel, hotels and food to its coverage area, which Collins hopes brings new advertisers.
Seymour said the masthead has not changed in order to support the built-out editorial sections. Instead, More is working with new contributors, photographers and bloggers, which will produce the content for the magazine. She said the benefit for the contributors is exposure. Contributors include Amanda Brown, executive director of the National Women’s Business Council, as well as Merrill Stubbs, cofounder of Food52.com.
According to the editor, More’s readers are looking for in-depth information that can improve their lives, give them insight into a complex relevant topic or give them insider tips.
She added that More would redesign its Web site and would likely add events and conferences to round out the business. There are a few cosponsorship opportunities in the works with universities, Seymour offered.
This is the second time More has been redesigned under Seymour’s five-year editorship.
“We wanted to redesign the magazine to meet the consumer,” she said. “We are not trolling for the upscale consumer. We have her already.”