Men’s Journal to Reinstate Cut Issue

Notwithstanding the folding of music magazine Paste this week, magazine shutdowns have slowed, to be replaced by flickers of growth. Hearst’s Cosmopolitan said it would raise its rate base 3.4 percent to 3 million, while over at Time Inc., People StyleWatch is increasing its rate base 6.9 percent to 775,000 and adding an 11th issue, it was reported.

And now, in another sign of the stabilizing economy, Men’s Journal will add back one of the two issues it cut this year to reduce expenses amid plummeting ad pages. In 2011, the Wenner Media title will publish 11 issues by adding a separate July issue. It will continue to publish a combined December/January issue.

The additional issue builds on Men’s Journal’s strong newsstand and ad page momentum.

In an otherwise struggling newsstand market, Men’s Journal’s single copy sales soared 24.7 percent in the first half of 2010 to 80,994 on a total circ of 722,681.

Ad pages at the title were down 5.4 percent for the first nine months of the year, although comparisons were skewed by the change in frequency. September ad pages, meanwhile, were up 12 percent versus the year-ago issue.