Hearst shutters Victoria mag

Publication unable to find strong advertising support

Hearst Corp. high-end shelter mag Victoria will publish its last issue in June.

Unlike Gear, Bob Guccione Jr.’s men’s glossy, which last week was put on hold until September in order to weather out the economic doldrums and retool its editorial content, Victoria is being put to bed for good.

“Strong advertising support has been unachievable,” read a statement from Hearst.

Since Victoria’s debut in 1987, readership and advertising have leveled out, unlike other Hearst women’s titles such as “O,” Oprah Winfrey’s print success story.

With a circulation just shy of a million, Victoria’s ad pages were up a modest 4.5% to 31 pages last February compared to February of 2001. Ad dollars were up 5.8% to $1.9 million for the same period.

For the last six months of 2002, newsstand sales rose 4.6% to 190,449.

The close comes a week before Hearst’s launch of Lifetime magazine, a brand extension of the popular women’s television network.

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