Cottage Living was considered a success when it launched and expanded its rate base from 500,000 in 2004 to 1 million in 2007. The magazine was named Startup of the Year by Adweek Magazine in 2005. Just last month, the title named a new editor, Lindsay Bierman. Cottage Living launched as a part of the Southern Progress group, which was folded in October into the newly formed Lifestyle Group of titles. The cluster includes all the magazines under Southern Progress, as well as Real Simple and All You.
“Since its inception, Cottage Living attracted significant advertiser support and fostered a loyal following among readers,” said Sylvia Auton, Time Inc. executive vice president, who oversees the Lifestyle Group. “However, the economic downturn has particularly affected the shelter market and, while the brand was genuinely loved by readers and advertisers alike, the economy inhibited its ability to grow and therefore, sadly, we had to make the decision to close it.”
According to Media Industry Newsletter, ad pages for Cottage Living through 2008 fell 5 percent to 514 pages. And it’s not the only shelter title struggling in the current economy: ad pages at Country Home shrank 24 percent to 631; Metropolitan Home’s have declined 3 percent to 1,008, and Elle Decor’s pages are off 2 percent to 1,261. Some titles haven’t survived the year: in August, Hachette Fillipacchi Media closed Home, and Hearst Magazines folded spin-off O at Home back into its flagship, O, The Oprah Magazine.
— Stephanie D. Smith