CONDE NAST CLOSES 'CARGO'

Market Won't Support Men's Shopping Title

By Published on .

NEW YORK (AdAge.com) –- Conde Nast Publications has pulled the plug on Cargo magazine, the men's shopping title that was introduced in March 2004. Cargo will cease publication after its May issue.
'Cargo' is the latest shopping magazine to be closed by Conde Nast.
Related Stories:
CONDE NAST'S FAIRCHILD CLOSES TWO SHOPPING MAGAZINES
'Vitals' for Men and Women Fails to Flourish
CONDE NAST EDITORIAL HEAD STEPS DOWN
James Truman Replaced by 'Traveler' Editor Thomas Wallace
PUBLISHING INDUSTRY WATCHES 'CARGO' CLOSELY
Shopping Magazine for Men Hits the Street This Week

"This was a difficult decision," said Charles H. Townsend, president-CEO, Conde Nast. "Although initial readership and advertising response were encouraging, we now believe the market will not support our business expectations."

Era of shopping mags
Conde Nast proved critics wrong once when it introduced Lucky magazine in 2000, instantly forging the shopping category from nothing and eventually leading to Cargo. Shop Etc. from Hearst Magazines, Vitals Man from Conde Nast's Fairchild division and shelter title Domino from Conde Nast all showed up on newsstands as well.

Cargo averaged paid circulation of 373,727 during the second half of last year, up from 358,256 in the first half, according to publisher's statements filed with the Audit Bureau of Circulations. It also totaled 717.2 ad pages last year, up 11.7% from 2004, according to the Publishers Information Bureau.

Subscribers to receive 'GQ'
But men's shopping titles have proven more difficult to grow than women's magazines of the same genre. Fairchild shuttered Vitals Man (and spinoff Vitals Woman) last September. Now Conde Nast will send Cargo's 299,818 subscribers issues of GQ for the remainder of their subscriptions.

Ariel Foxman, Cargo's editor in chief, and Lance Ford, VP-publisher, are leaving Conde Nast, a spokeswoman said.

In this article:
Most Popular