Memo Pad: A Better Self in 2010... Metropolitan Home Shuttered...

In addition to the ad market, Self suffered another blow when the magazine was criticized for over-retouching Kelly Clarkson on its cover.

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Cover of Metropolitan Home.

Photo By Courtesy Photo

Another shelter title shuttered Monday: Hachette Filipacchi Media U.S. closed Metropolitan Home, opting to pool its investment into sister title Elle Decor. The magazine’s December issue will be its last. Editor in chief Donna Warner, who was with the title for 26 years, will leave the company along with the rest of the editorial team. Deborah Burns, senior vice president and chief brand officer, will remain, but she now will report to Elle Group senior vice president and chief brand officer Carol Smith. “It is with a feeling of sadness that I make the announcement to close one of our magazines,” said Alain Lemarchand, president and chief executive officer of HFM U.S. “However, we believe the best strategy in the upscale shelter segment is to boldly focus our resources and investment on Elle Decor, which is the ad-page leader within the U.S. market.” The shelter category has taken a beating since the recession began last year. Hachette closed another shelter magazine, Home, in November 2008, and Domino, Country Home, Cottage Living and O at Home have also since folded. Metropolitan Home carried 606 ad pages through November, while Elle Decor carried 769 pages during the same period. Both tallies represent a 34 percent decline in advertising. Metropolitan Home had a circulation of 550,000; Elle Decor’s circulation is 500,000. — Stephanie D. Smith

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