Parade to be Sold to Athlon Media

Parade, the magazine that has filled Sunday newspapers for many years, is about to be sold to Athlon Media. The New York Post reports that Athlon — which is known for publishing sports annuals — is in the late stages of talks with Parade’s parent, Advance Publications.

Aside from sports guides, Athlon publishes monthly glossies Spry Living, Relish, and the number three Sunday insert — American Profile. Parade is number one, with a circulation of 32 million, and USA Weekend is number two.

Despite the hefty numbers, Parade has been struggling lately — ad pages through September are down nine percent compared to last year.

If the deal goes through, Parade would benefit from being sold to a company headed by a billionaire. Athlon’s CEO Spencer Hays founded Tom James, one of the nation’s largest custom suit makers, and owns a variety of other successful businesses.