Audience Development to be quarterly

Audience Development magazine, the monthly magazine which only last year rebranded itself from Circulation Management, is to become a quarterly starting in the 2010, it has been announced by Red7Media.

This fall, only two issues will appear. The magazine, which has been considered a very important resource to circulators in both the U.S. and Canada, will continue to develop its online offerings via AudienceDevelopment.com and the coverage of circulation will be increased in the monthly Folio:, its elder sister magazine for publishing management.

Bill Mickey, the managing editor for Audience Development at Red7, tried to put the best face on the changes, characterizing it as an actual expansion of the AD brand. But he acknowledged that it was also a response to "changing conditions in the market", which is generally code for a fall-off in advertising sales.

"Now that magazine publishers are multiplatform media companies, interdepartmental coordination and strategic influence is at an all-time high. It’s affecting the audience development function perhaps more than any other.

"Thanks largely to digital’s influence and a customer’s control of where, when and how they want to interact with their information, producing content in a multiplatform environment requires co-dependent strategies and we need to present our coverage in a way that highlights that intersection."

Red7 Media is a privately held business media company that was launched in 2002 with the launch of Event Marketer magazine and has two main print media properties, Folio: and Audience Development but is heavily invested in the events industry and publications directed at it, including Event, Event Design, Agenda New York and Expo.