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Tomorrow's Wood Today: Predicting th...   Late Breaks: Bear Market for Media
Jul 1 2008 4:53PM EDT

Hearst Axes 'Quick & Simple'

Hearst has just folded Quick & Simple, the low-priced women's service magazine it launched in 2005. Hearst president Cathie Black notified the staff this afternoon.

The writing was very much on the wall for Quick & Simple, which had been the only survivor among the company's last three launches. (Weekend and Shop Etc., started around the same time, both shut down in August 2006.)

For one thing, it was the only remaining Hearst title that never moved into the company's new headquarters building on Eighth Avenue. For another, its low cover price of $1.99 made it unattractive to wholesalers. Last year, Bauer Publications, which essentially created the low-price-point category in the U.S., shut down a title it had in development, Cocktail, and raised the price on most of its remaining magazines, all because of pressure from wholesalers.
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