Bonnier Shuts Caribbean Travel + Life

Content to be folded into Islands

Special-interest publisher Bonnier, which had until recently been on a buying spree, is going in the other direction, closing Caribbean Travel + Life, Adweek has learned. Bonnier said its Jan./Feb. 2013 issue would be the last.

Bonnier, like other publishers, has been expanding its brands digitally in search of new revenue, but it continues to rely on print advertising, which has remained soft for the industry overall. Earlier this year, the company closed Spa magazine. Last year, MotorBoating folded. The writing’s been on the wall for Caribbean Travel + Life; through the first nine months of the year, ad pages declined 14 percent to 154 versus the year-ago period, per Publishers Information Bureau.

Caribbean Travel + Life publishes 10 times a year and has a circulation of 154,000. Bonnier will fold the title’s content into Islands, a bigger and stronger travel magazine it publishes. Islands will increase its Caribbean coverage with two new themed issues. Three CT+L editorial staffers will lose their jobs in the reorg.

"We are announcing steps today to firmly establish Islands as Bonnier’s flagship travel brand," Bonnier wrote in an internal announcement. As part of this initiative, Islands will increase its frequency to 10x, while Caribbean Travel + Life ceases publication after its Jan./Feb. 13 issue. By blending content, staff, resources, audiences and business opportunities formerly split between Islands and Caribbean Travel + Life, the Islands brand will be better positioned to compete aggressively and earnestly within all travel segments worldwide."

Meantime, Bonnier has quietly relocated some operations of Sound + Vision and Yachting to its Winter Park, Fla., corporate headquarters and grouped other titles together in search of efficiencies. A company rep said those moves were isolated incidents and that there are no plans to move Bonnier’s bigger titles, which include Popular Science, Parenting and Saveur, from New York.

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