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. Fader, with a paid circulation of 95,000 relies on circulation and print advertising for only 50% of their revenue. And although Men’s Health boasts almost 2 million paid subscribers, the publication has ramped up their events department to pull 14% of their annual revenue.

Check out Ad Age for the full story.

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