Wednesday, November 14, 2012

Transcontinental Media closing MORE magazine [Updated]

[This post has been updated]
More magazine is being closed by Transcontinental Media, effective the end of the month. The publication, aimed at "grown-up women" and a co-venture with Meredith Corporation, publisher of the U.S. More, has been a popular publication with Canadian readers and a great market for freelancers. While an official release has yet to be made by the company, staff has been told and freelancers were being informed.
The magazine was launched in March 2007. [The French equivalent, Vita, launched in 2008.]

[Update]A release at the end of the day today said that the December/January issues of MORE and its French-language equivalent Vita will be their last in print and their websites will close over the coming weeks. Some of the sales and editorial staff may be redeployed on other core brands, but there will be job losses.
"While the brands resonated well with readers, the challenging economic climate that prevailed for the two years following their launch made it difficult for the young publications to gain the advertising sales needed for long-term success," said the release.  
“We would like to take this opportunity to sincerely thank our dedicated staff and contributors, our very loyal readers and advertisers, as well as everyone who has made a strong contribution to More and Vita over the years,” said Pierre Marcoux, Senior Vice President, Business and Consumer Solutions, TC Media. 
“While it’s always tough to say goodbye to popular brands, we look forward to pursuing new and innovative initiatives as part of our plan to grow some of Canada’s most loved brands, such as Canadian Living, Coup de pouce, ELLE Canada, ELLE Québec, Style at Home, Decormag and Canadian Gardening.”

6 Comments:

Anonymous Anonymous said...

Great mag with smart, hard-working team. I'm surprised to see that run ended. Its a big loss to Canadian magazines.

4:10 pm  
Anonymous Anonymous said...

Very sad that just having a large, loyal readership isn't enough any more - not when the agency people who place the ads are roughly half the age of the magazine's target market. I wonder (given the success of "More" with readers) whether any scenarios were run that relied less on ads and on a slightly higher subscription price.

6:46 pm  
Blogger Karen said...

It is indeed unfortunate this has to come to an end. Although I enjoyed the magazine, I always thought there was more advertising content than content I was interested in. So, if even with all those ads there wasn't enough advertising income then it's likely best. Who wants to read a magazine that is primarly a consolidation of beauty product
ads??

7:27 am  
Blogger Karen said...

It is indeed unfortunate this has to come to an end. Although I enjoyed the magazine, I always thought there was more advertising content than content I was interested in. So, if even with all those ads there wasn't enough advertising income then it's likely best. Who wants to read a magazine that is primarly a consolidation of beauty product
ads??

7:28 am  
Anonymous Patty said...

I believe, verified by letters to the editor, that many Canadian readers resented that the majority of the covers were Americans. This includes the debut cover in Canada. As a subscriber for the first few years I found that the magazine had very little content for the reader over 50. In Canada, when you narrow your demographics to that extent, it is very difficult to succeed.

9:17 pm  
Anonymous Anonymous said...

Why???? This was a great magazine and I loved the fact that it was specifically geared at the 40+ women age group, instead of the typical magazine that have under 20 models telling you "this is what you should look like...", it just doesn't work for 40+ REAL Women. Please reconsider and bring it back!!!

1:11 pm  

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