Readers, Staffers Mourn Whole Living's Demise | Adweek Readers, Staffers Mourn Whole Living's Demise | Adweek
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Readers, Staffers Mourn Whole Living's Demise

MSLO folds healthy lifestyle mag after sale talks falter

Martha Stewart is shutting down Whole Living, spurring hundreds of readers, staffers and fans to take to Twitter to mourn the magazine’s demise, praising everything from its team of editors to great recipes and “visually elegant” content.

MSLO had been in talks to sell the magazine to former Hachette Filipacchi CEO Jack Kliger and TV Guide owner OpenGate Capital for $2.5 million, but discussions apparently fell through. MSLO told staffers yesterday afternoon that Whole Living was kaput.

Whole Living’s January/February issue will be its last, according to MSLO CEO Lisa Gersh. The magazine, which MSLO purchased for $6 million in 2005, is now said to be losing close to $4 million a year. In the first half of 2012, newsstand sales dropped nearly 15 percent from the previous year, while ad pages fell 11 percent through September. The company announced last month that it would look for a buyer for the periodical in a paring of its print titles.

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