Martha Stewart Living Omnimedia is folding Whole Living, the magazine it acquired for about $6 million only six years ago. The New York Post reports that MSLO was in talks to sell the money-hemorrhaging publication to OpenGate — owner of TV Guide — but no deal could be made.

In the end, Whole Living was just too costly for OpenGate to take a chance on it. The Post claims the magazine was losing an average of $4 million a year.

As a result of the shuttering, Alanna Stang, editor-in-chief of Whole Living, and 15 editorial staffers will be laid off. Its last issue will be January/February.

Martha Stewart Living Omnimedia has appointed Alison Adler Matz senior vice president and publisher of MSLO’s Everyday Food and Whole Living brands.

Matz has a wealth of experience that includes WWD, Brides, Glamour, Teen Vogue, and House and Garden.

A highly accomplished media executive, Matz joins MSLO from Fairchild Fashion Media, where she was publisher of WWD Beauty Inc.

Prior to that, she held leadership roles at several Condé Nast publications, becoming publisher of Brides, after having served as associate publisher at Glamour, Teen Vogue and House and Garden.

MSLO’s chief revenue officer Joe Lagani said, “Alison is the consummate sales professional with a rich range of experience that will serve Everyday Food and Whole Living very well as we bring together our clients with our passionately engaged readers, viewers, users and listeners. I’m looking forward to working with her as we continue to build and expand these exciting, young brands.”

Earlier in her career, Matz was associate publisher of US Weekly.

Martha Stewart Living Omnimedia has announced some staff changes as part of efforts to align the sales team around individual brands.

Peter Medwid has been named senior vice president and publisher of Martha Stewart Living. Medwid most recently served as vice president, publisher of Sunset and Coastal Living at Time Inc.

Christina Cranley has been promoted to senior vice president and publisher of Everyday Food and Whole Living. She served most recently as vice president, Integrated Sales. Amy Wilkins will continue in her role as senior vice president and publisher for Martha Stewart Weddings.

“We will continue the successful integrated sales approach that has been a foundation of this company, while now aligning our sales teams more specifically around our individual brands and their unique personalities and attributes,” said MSLO’s chief revenue officer Joe Lagani.

Jocelyn Zuckerman, previously articles editor at OnEarth and former deputy editor of Gourmet is joining Whole Living as executive editor where she will oversee food and features.

“The intersection of food and health is at the heart of what we do at Whole Living and bringing Jocelyn onto the team adds to the momentum our brand is gaining,” said editor-in-chief Alanna Stang.

Whole Living is also raising its rate base for the eighth time since 2005 to 750,000.