Line56 Media dials back magazine’s frequency

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Los Angeles--Pounded by declining advertising dollars in the b-to-b e-commerce category, Line56 Media has scaled back its Line56 magazine and will likely re-launch the publication as a quarterly called Line56 E-Business Journal. The February issue was the last to be published on a monthly basis.

The publication will focus on e-business research and analysis, according to a person familiar with the situation. While the publication is being revamped, the Line56 Web site and Line56Live! conferences will continue to operate.

Additionally, Field Force Automation and CRM magazine, both of which were acquired by Line56 Media in January, will continue to publish.

Dan Ambrose, managing director of media investment bank DeSilva & Phillips, said that using Line56’s cash reserves to purchase Field Force Automation and CRM made sense. “What they did was smart, which is trying to move in the direction of being more specialized. They were able to move in a direction that would be more likely to be survivable,” he said. “In a contracting market it was going to be very hard to maintain [Line56’s] market share against well-financed players like [International Data Group’s] Darwin.

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