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.