There’s definitely some ironic timing here. Andy Clurman, CEO of Active Interest Media, was in New York this week to participate in an American Media Magazine Conference panel discussion titled “Magazines Work: The How and the Why.” Moderated by New York Times media columnist Jim Rutenberg, the discussion also featured New York magazine’s Pam Wasserstein, National Geographic’s Declan Moore, Trusted Media Brands’ Bonnie Klintzter and M. Shanken Communications’ Marvin R. Shanken.
Perhaps the title of that discussion should have also included the “What.” Because these days, a magazine can be deemed to be best-suited for the digital racks. Per a report in the Denver Post, Clurman has decided to fold Skiing magazine, a 69-year-old quarterly brand, into sister publication Ski magazine:
Clurman said he’s keeping Skiing’s staff–including its gifted editor, Kimberly Beekman, the magazine’s first female editor-in-chief. There’s a renewed focus on digital video, television and online storytelling, which will carry the Skiing brand. The company’s revamped skiingmag.com website will remain intact.
Post reporter Jason Blevins makes the case that this is a progressive, rather than regressive, move:
Don’t picture the shuttering of Skiing’s paper version as yet another example in the ongoing decline of print magazines … Active Interest Media hosts boat shows, yoga conferences and the annual Warren Miller film tour… Its new AIM Adventure University sells online instruction videos like yoga for skiers and climbers, back-country safety, ski fitness workouts and wilderness first-aid. Where publishing used to be about print, now there are five or six channels to reach consumers.
Owned by Chicago private equity firm Wind Point Partners, Active Interest Media publishes around 50 titles. The current print issue of Skiing, already out, will be its last.
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