CONDE NAST TO CLOSE 'MADEMOISELLE'

Magazine Struggled With Declining Ad Pages

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NEW YORK (AdAge.com) -- Conde Nast Publications today suspended publication of its 66-year-old young-women's title Mademoiselle.

In a meeting this morning with staffers, Conde Nast Editorial Director James Truman blamed the move on the declining ad market, said a person with knowledge of the situation.

The move underscores the severe difficulties of the current magazine environment, even within the cost-tolerant corridors of Conde Nast.

Mademoiselle even had trouble during 2000's boom time, with its ad pages dropping 19.6% for the full year. Through August, its ad pages were down 17.6% to 500.6. While circulation was up 3.5% to 1.15 million, its newsstand sales declined 20.8%.

Crowded field
The monthly had struggled with its tone and niche in a crowded marketplace, which in recent years had seen launches by similarly targeted titles Lucky and Jane -- both of which were its sibling publications at Advance Publications.

British editor Mandi Norwood was brought in last year to pump up the title, but her attempts to brand the publication as "The Magazine For Your Me Years" -- a phrase emblazoned beneath the title on the cover -- never caught on with its intended 20-something audience.

An executive familiar with the matter said the title's subscription file would fall to sibling publication Glamour.

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