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Mademoiselle magazine folds after 66 years

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Date: Monday Oct. 1, 2001 6:26 PM ET

NEW YORK - Conde Nast Publications Inc. is closing Mademoiselle, a fashion magazine for young women that was first published in 1935, as the economic climate for magazines worsens.

The publishing company announced Monday that the November issue of Mademoiselle, due on newsstands next week, will be its last. The jobs of all 93 employees will be terminated, but some staffers may get jobs in other parts of the company, spokeswoman Maurie Perl said. The staff was notified Monday morning.

"This was a difficult decision," said Steven Florio, president of Conde Nast. "Unfortunately, current economic conditions have produced a situation where ... the magazine is no longer viable."

The 1.1 million subscribers to Mademoiselle will begin receiving Glamour magazine, another publication within Conde Nast, beginning with the January 2002 issue.

Advertising spending had already been dropping off this year due to an economic slowdown, and the terrorist attacks of Sept. 11 have many in the industry worried about a more severe decline.

Total advertising pages for major U.S. magazines fell 11 per cent in the year to date through August, according to the Publishers Information Bureau.

Numerous public companies that rely on ad revenues have warned of sharply lower earnings following the attacks. Conde Nast, part of the privately held company Advance Publications Inc., declined to say whether the attacks were a factor in closing down the magazine.

Several magazines have closed this year, including Maximum Golf, The Industry Standard and Individual Investor. Early last year, the music magazine Blaze and Mirabella, a fashion and lifestyle magazine, folded, and Conde Nast closed Details and relaunched it as a fashion magazine.

Mademoiselle's fortunes had been flagging this year, despite a significant makeover, even as competing magazines like Jane and Marie Claire - aimed at women in their 20s - did better. Rumours had been circulating that Mademoiselle was in trouble.

Ad pages were off 18 per cent in the year through August at Mademoiselle, but they rose 12 per cent at Jane and 0.3 per cent at Marie Claire, the Publishers Information Bureau reported.

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