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Parade Rumored to be Up for Sale

Parade, the magazine that for many is forever linked to Sunday newspapers, is rumored to be on the block. The New York Post cites “reliable industry sources” that say the 73-year-old glossy is being shopped by its parent, Advance Publications.

Parade can still be found in more than 700 Sunday newspapers each week, but like other magazines, it is struggling to compete in the digital-first world. Ad pages have suffered, dropping 10 percent through June. Products — like React, a teen-focused entry from Parade — have faltered.

Despite all the doom and gloom, there’s reason to believe someone could find Parade enticing. It all comes back to the Sunday paper connection. With more papers cutting their own Sunday magazines, Parade has managed to benefit from that and add those papers to its circulation.

Not the prettiest way to stay afloat, but the first step to swimming is to avoid drowning.

Correction (6/12 11:15 am):
A previous version of this post stated that React was a “new” product from Parade. React was launched in 1994 and folded several years later.

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