PI 400 -- Publications - Ad or Subtract

Neither a poor economy, nor even a terrorist attack, will stop a good magazine, Husni says, but troubled times will help kill a bad magazine. Even so, he believes the high profile of the industry's woes this year has been more about big names, rather than big numbers. "Publishers have sent a signal that there are no more sacred cows in our business. They are saying, 'If a magazine is not making money, and has no hope of doing so soon, we are going to kill it.' That's why we saw the demise of Mademoiselle after 66 years," the professor explains.