Thursday, December 28, 2006

i haven't picked up a yankee magazine in YEARS

i enjoyed it whenever i DID read it though. i liked the ads the best. new england 'stuff'.

i don't know how the change is going to go over though. we ARE indeed new englanders and we are not necessarily open to change.

i'll pick up a copy next week (or whenever the new format takes place) and give it the a rose is a rose once over

Yankee Magazine' Gets A Dandy Makeover, Bigger Size

Associated PressDecember 27 2006, 9:53 AM EST DUBLIN, N.H. -- The dowager of New England magazines is getting botox and collagen.Yankee Magazine will start the new year with a dandy new look, growing from digest size to full-size in hopes of attracting new readers and advertisers. It also will cut circulation and reduce the number of issues from 10 to six annually.The changes reflect industry trends and the soft advertising market for magazines. But change is a particularly delicate balancing act at Yankee, which has used New England humor, yarns, recipes and travel tips since 1935 to become something of an institution. The regional magazine needs to retain its base while attracting new readers in its target demographic: women age 35 to 65 with household incomes of $75,000 and up.To do that, it must persuade younger women it's not their grandmother's Yankee, while reassuring the grandmothers that behind the facelift is their trusted old friend.For many younger women, "Their perception of Yankee is frozen in time," said Jamie Trowbridge, president of Yankee Publishing Inc., the privately held company that publishes Yankee, the Old Farmer's Almanac, and the newsstand-only Yankee Magazine Travel Guide to New England."Fifteen years ago when they were 30, they looked at Yankee and said, 'That's not for me.' We want them to take another look," he said.Yankee saw a 10 percent drop in the number of pages of advertising from 2005 to 2006, according to the Magazine Publishers of America. But industry analyst Dan Capell said the larger format should attract more national and high-end ads."Everyone's doing it now," said Capell, editor of Capell's Circulation Report, an industry newsletter. "Advertising's off, (so) let's cut the frequency, let's cut the circulation."Some long-time subscribers are worried about the changes, but editor Mel Allen said it's reassuring to know readers care.......

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