News

‘More’ Magazine Is Folding, More’s the Pity — In the News

more-march-2016-coverDisappointing news came late last week when the publisher Meredith Corporation announced that it was shutting down More magazine.

The company said in a statement, “After a comprehensive review, Meredith Corporation has decided to discontinue publishing More magazine, effective following the April 2016 issue, deciding rather to invest and align its resources against more profitable activities.”

We loved the magazine’s stated mission: “More is for the woman who lives in a state of constant possibility, has a stylish perspective and youthful spirit. We respect her intelligence, achievement and influence. We skip the mundane and put the More filter on beauty, fashion, health, career, finance and culture. She expects — and we give her —More.”

This is a voice that will definitely be missed in the media universe.

What’s surprising is that Meredith couldn’t make a go of this publication. Its audience has a median household income of more than $90,000 a year and a median net worth of more than $400,000. It would seem that advertisers would be clamoring to reach these readers. More’s audience has more financial power than the readers of Vogue, Vanity Fair and Harper’s Bazaar, according to 2014 data.

The problem, a former More editor-in-chief says, is the median age of the magazine’s readers — 54.

“The problem was advertisers who wanted to sell products to this demographic — whether skin care or the high-end fashions the readers could afford,” The New York Post quoted former More editor Myrna Blyth as saying. “They would only put their ads in magazines for far younger readers who don’t buy or can’t afford their products.”

So essentially, advertisers want to sell products to women in the second half of life; they just don’t want to be seen hanging out with them. This is an unfortunate reminder of the importance of supporting businesses that support us and the media that speaks to us.

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  • Vi June 1, 2016 at 9:46 am

    WHO is reading Better Homes & Gardens??? Really??!! MORE Magazine is cancelled and Better Homes & Gardens is not??? This was the most well written magazine that I subscribed to. I loved MORE magazine and am still saddened that the magazine is no longer being produced. You can be sure I will NOT subscribe to any other magazines published by Meredith.
    I will review by older copies and be sure that I avoid giving my business to the advertiser’s who did not support ads for the “mature” woman and I will encourage my family and friends to do so as well.

    Reply
  • Carola April 29, 2016 at 3:14 pm

    I am so bummed about this news. I looked forward to every issue! I loved the range of articles: from fun to gritty. I agree that there is nothing else out there like it.

    They are giving subscribers Better Homes & Gardens for the remainder of the subscription term. What?!?

    Kudos to those who worked on the magazine. Your work will be missed.

    Reply
  • R. Sezer April 26, 2016 at 6:10 pm

    Looked forward to receiving each issue of More. The news that More has shut down is very disappointing. There is nothing to take its place. I really am stunned that this magazine had to close. Thanks to all the good people who put this together for us. I too very much hope More’s group can find a way.

    Reply
  • Lisa April 26, 2016 at 4:23 pm

    I remember when MORE first came out. My girlfriends and I were thrilled and we gifted to each other subscriptions. I noticed the changes and feared the worst, and here we are. Fabulous and fifty plus women are a market that is so under appreciated. Sad but true.

    Reply
  • Debbie Cibula April 25, 2016 at 6:03 pm

    Cannot believe this magazine is no longer. After I bought the first few issues in was a believer. I have had a subscription ever since. I wanted to make sure I received each and everyone. I was in my forties when I first started reading this magazine. It got me thru hot flashes and empty nest. Better Homes and Gardens is no substitute for this wonderful magazine. Thank you to all who helped publish this magazine. You will all be missed

    Reply
  • Karen Rozbicki Stringer April 18, 2016 at 9:46 pm

    Just learned about the shuttering of More when my check for a 2-yr subscription renewal was returned–I almost threw the envelope straight into the recycling bin, since the return address was Better Homes & Gardens. There’s a reason I’ve subscribed to More for the last 15+ years, and I’ve never subscribed to any of the other magazines published by Meredith Corp–More was initially pitched to “women of substance over 40” which is why I subscribed in the first place. And, I was rarely disappointed, always informed, & often enlightened by the magazine’s content. The content of the other Meredith Corp publications–nope, not so much. (Now i understand the broadening of audience 1+ years ago to include women in their 30s…& the change in ads that used to scrupulously only include photos of women 40+…i found both of those changes disappointing .) Yes, i understand the importance of ad revenue for publishing; that myopic advertisers would be the reason for More’s demise is, well, let’s just say extraordinarily frustrating. I second F. Hollister’s encouragement to More’s editor & staff to find a way to keep More going.

    Reply
  • F. Hollister April 17, 2016 at 10:48 pm

    It is so sad to see this magazine shutting down. I started subscribing to this magazine about ten years ago. It was the first “girly” magazine that I subscribed since it wasn’t bimbboish and had interesting articles for well educated women.
    I hope the editor and the staff will try to publish this magazine online by themselves and ask the previous subscribing customers to pay for the online version like a cooperative mag until they can screen and find smart advertisers who are not shy to advertise for mature, educated women.
    So if about 300,000 people subscribe for about $15 per year that would be a revenue of $4.5m/ yr. I am not in publishing but that hopefully can pay for some of the staff’s salary and they will own their own magazine and destiny too.
    Best wishes,
    F. Hollister

    Reply
  • sara March 15, 2016 at 10:08 pm

    What a shame! MORE appealed to women of every age and was a
    unique magazine with excellent articles and advice and life
    stories for women.

    Reply