PARADE WILL CLOSE REACT MAGAZINE, INTERNET SITE

Byline: Lisa Lockwood

NEW YORK — Parade Publications Inc., a division of Advance Publications, will close React magazine, along with its Internet component, React.com, on June 5.
Advance is also the parent of Fairchild Publications, publisher of WWD.
“While we were able to reach one of the largest teen audiences, unfortunately, we were unable to achieve similar success with the advertising community,” said Walter Anderson, chairman, publisher and chief executive officer of Parade Publications.
The interactive news and entertainment teen magazine was distributed during the academic year by 225 newspapers, mainly through “Newspapers in Education” programs. React reached girls and boys ages 12 through 17 at home and at school. Published 39 times a year, React had a circulation of more than three million.
According to John Beni, president of Parade Publications, one of the main reasons the publication was closed was that it had trouble attracting fashion and beauty advertisers, which are the endemic base of most teen magazines. He said those categories generally support the glossy teen titles that are printed on heavier stock. And React wasn’t the kind of magazine that gave editorial support to fashion and beauty products.
“We were not about to change our mission statement,” he said. Those categories that supported React included entertainment, music and drug prevention programs.
Beni said React carried 170 ad pages in the school year, and that number had been growing. “We were going up, but hitting a plateau. The target was not going to be much bigger.”
Beni said 40 executives would be let go on the business and editorial sides. “Everyone should be proud of what we did. It didn’t fail. The business model didn’t support the product.” Beni added that there were no plans to launch another teen title.

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