W is cutting back from 12 issues a year to 10, despite relatively good ad page performance. As WWD reports, the magazine had a good year in 2012, upping ad pages by 10 percent compared to 2011. But even that wasn’t enough to keep W a monthly. Lucy Kriz, publisher of W, did her best to cast the change in a positive light.

“This is an intentional and strategic move to invest in the future of W, and there is no better time to do that than when you’re in a position of strength,” Kriz told WWD. “This strategy frees up resources for us to double down and go big on what matters most — big issues and digital.”

From now on, the December/January and June/July issues of W will be combined.