Vacation from Circulation: 5 Mags Mix It Up w/ New Rev. Channels
With print ad dollars in the dumps, Ad Age surveyed five mags that have taken a vacation from focusing on circulation to create a new mix of revenue channels. Men’s Health, The Atlantic, Make, Complex and Fader might just be the models for magazine survival. Take note:
The Atlantic has nearly half a million subscribers but almost half of their income is from non-traditional channels such as books and international. With 345,000 paid subscribers, Complex pulls 35% of their revenue via digital advertising while Make‘s circulation of 125K and print revenue account for only 36% of the mag’s income.
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