Hires Editor Away From 'National Geographic Adventure'

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NEW YORK (AdAge.com) -- Jann Wenner has turned his attention to fixing what he sees as a problem child: Men’s Journal.
Photo: Hoag Levins

He's lured Brad Weiners, executive editor of National Geographic Adventure, away from the successful title to join Wenner Media's Men’s Journal as executive editor.

Mr. Weiners, who starts Dec. 21, will report to Tom Foster, editor. “Brad is a tremendous talent whose experience makes him a perfect addition to the Men's Journal team,” Mr. Foster said.

Jann Watch
A full-force Jann Watch has been in effect since his powerful longtime No. 2, Kent Brownridge, said he will leave next month. The grapevine had already turned up word that Mr. Wenner was warily watching National Geographic Adventure’s growth. Men’s Journal, which uses the tagline “Live the Adventurous Life,” and National Geographic Adventure share some of the same editorial goals.

Men’s Journal is not lagging behind National Geographic Adventure in ad pages or circulation, but the latter title has posted some impressive growth. Men's Journal racked up 881.7 ad pages through November, an 11.2% improvement over its performance during the first 11 months of 2004, according to the Publishers Information Bureau. National Geographic Adventure did not match that total, with 471.3 ad pages through November, but chalked up a 24% increase.

Men’s Journal reported an average paid circulation of 675,452 in the first half of 2005, up 5.3% from first-half 2004, according to the Audit Bureau of Circulations. National Geographic Adventure reported average paid circulation of 506,835 in the first half of this year, a 17.9% jump from the half last year.

Editorial attention
National Geographic Adventure has also attracted some attention for its editorial, getting several nominations for Ellies, the National Magazine Awards given by the American Society of Magazine Editors.

Mr. Weiners’ hire seems to complete the new masthead at Men’s Journal. As executive editor, he succeeds Mark Horowitz, who left last month following the October departure of editor in chief Michael Caruso. Mr. Wenner himself has reassumed the editor in chief post.

“This is something that John Rasmus, our editor in chief, is used to,” said Francis Farrell, publisher, National Geographic Adventure. “Throughout his career he’s been known for developing people.”

“We’re gaining market share in pages but are also gaining market share in dollars even faster because we’ve had spectacular circulation growth,” Mr. Farrell said.

Men’s Journal also recently hired Rob Haggart as director of photography. He had been photography editor, Outside.

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