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The move was somewhat of a surprise since Blueprint planned to raise its rate base early next year, to 450,000, and it recently made four editorial hires. (One, Jen Renzi, formerly a senior editor at House & Garden, hadn't even started yet.) But there were some warning signals. In a conference call in August, MSLO chief executive Susan Lyne said the company would reallocate $10 million previously earmarked for Blueprint into Internet efforts and the bottom line. And it was unclear how much advertising traction the magazine had. Recent issues were dominated by automotive and mass beauty ads. This year saw tough times for both magazines aimed at younger women, like the now-departed Jane, and shelter titles, with advertisers spooked by the housing market's woes and the closing of House & Garden.
In fact, In Style Home, which published two issues this year, ceased publication with its October issue, though it managed to do so without attracting much outside notice. "Although our Home newsstand numbers were excellent among the shelter set, we were not meeting all of our business objectives," said an In Style spokeswoman. No staff members were affected, she said. (It would appear the main signs of life in the sector are the tepidly received Men's Health Living, and Vogue Living.)