It seems that increasing print output is suddenly in vogue. On the same day that Newsweek announced it was returning to print, The Week declared that it was increasing the number of issues it publishes next year from 48 to 51. Yes, it’s a tiny bump up, but still, it’s a bump.
Given that The Week’s ad pages were down 21 percent this year, increasing the number of issues is a curious decision. But Steven Kotok, CEO of The Week and Mental Floss, told Ad Age that it was actually a smart financial move. “Each one of our issues is profitable,” explained Kotok. “If we add more issues, we’re more profitable.”
The reason adding issues is profitable for The Week is that it earns a huge chunk of its revenue — 65 percent — from subscriptions. So, added Kotok, “Whether advertising had gone up or down, we’d be making more money by adding issues.”