TITLE

'Life' ends again as Time Inc. pulls plug on monthly

AUTHOR(S)
Kerwin, Ann Marie; Goetzl, David
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Time Inc. executives that the May 2000 edition would be the last regular issue of the 64-year-old Life magazine in the U.S. But Life magazine will go on in the form of special commemorative issues, books and a Web-based business with ties to America Online Inc. Life, launched as a weekly in 1936, ceased publication in 1972. It was relaunched in 1978 as a monthly. The title went weekly once more for a limited time during the Gulf War. Over the years, Life had a number of management teams as it struggled to find its place in the era of 24-hour television news channels. The title has shown little growth in the last five years, although it did maintain its 1.5 million circulation guarantee. Life also struggled to gain advertising pages. It ended 1999, a robust year for most magazines, down 8.9 percent at 665.93 advertising pages, according to Publishers Information Bureau. Life's approximately 80 employees will be offered places at other Time Inc. titles. Life is still part of the name of the building that houses Time Inc., the landmark Time & Life Building in New York City's Rockefeller Center.
ACCESSION #
2906893

 

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