On Thursday, March 12, WWD informed its audience that it’s transitioning its daily print edition to a weekly format. The final daily edition will be delivered on April 24, and the new weekly edition will begin its run on April 29.
A frequency reduction doesn’t come as much of a surprise these days, but compared to most titles, a weekly edition is still an aggressive play and connotes a commitment to print. The 105-year-old brand will now use the Web as its primary source for daily news and its weekly edition will be a platform for more evergreen content.
The company’s media kit purports the brand has a print circulation of 59,000, while its website reaches up to 869,000 unique visitors.
Given that disparity, it makes sense that WWD would want to enhance its current site and make it a platform for more breaking news and more daily content in general. It will also leverage that platform to produce a “Digital Daily” edition, which will be a round up of top stories from WWD.com.
The brand is also growing its global reach. It currently has bureaus in Paris, Milan, London and Tokyo, and this year it will expand to China and Brazil.
Penske Media acquired WWD just under a year ago when it bought Fairchild Fashion Media from Condé Nast for a reported $100M (terms were not confirmed). The deal also included Footwear News, M Magazine and its events division. Not included in the deal were Style.com and NowManifest, which Condé still owns.
(Image courtesy of WWD, from March 12, 2015 – Giovanni Giannoni)