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Hachette Closes Metropolitan Home Magazine With December Issue; Luxury Design Group Is Dissolved

Another sign that magazines trafficking in “aspirational” content continue to face tough times: Hachette Filipacchi Media U.S. will cease publication of Metropolitan Home magazine with the December 2009 issue. The magazine was part of HFM U.S.‘s Luxury Design Group, which is being dissolved. The LDG also housed Elle Decor and PointClickHome.com, which served as an umbrella for the two online sections representing Metropolitan Home and Elle Decor. The PointClickHome site will disappear, too, along with the single MetropolitanHome.com section.

When the dust settles, only ElleDecor.com will be left in the publisher’s online shelter category, a rep for the HFM U.S. told paidContent. No details though on how many layoffs would result from the magazine’s shuttering. In addition to letting go Metropolitan Home’s editor Donna Warner, about a dozen staffers will be laid off, a source told paidContent. CrainsNY adds that while the edit staff is being cut, the business side will move over to the Elle Group. The news of Metropolitan Home‘s closing comes just a month after Condé Nast pulled the plug on Gourmet and three other titles.

By eliminating Metropolitan Home and its website, HFM U.S believes it can devote more resources to ElleDecor, which will become a part of the Elle Group led by Carol Smith, the unit’s SVP, chief brand officer. The publisher has sought to build up its main Elle.com site over the last few months, such as striking a partnership with invitation-only, discounted luxury shopping site Rue La La.

According to HFM U.S., Metropolitan Home, which was published 10 times a year, claimed a total audience of 2.7 million, with a rate base of 550,000. According to its internal Omniture (NSDQ: OMTR) numbers, PointClickHome.com attracted a monthly average of 359,000 uniques.

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Nov 9, 2009 12:05 PM ET

Metropolitan Home magazine

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Posted In: Advertising, Media & Publishing, Magazines

  • inisheer

    second death for Met Home. Hachette got it for nothing a long time ago when it's previous publisher had given up on it. They did pretty darn good with it for awhile, though to my mind Elle Decor is a much better magazine.

  • inisheer

    second death for Met Home. Hachette got it for nothing a long time ago when it's previous publisher had given up on it. They did pretty darn good with it for awhile, though to my mind Elle Decor is a much better magazine.

  • tara

    While I hate to see a magazine fold, Met Home (with Donna Warner as the editor) seemed like month after month the same old content. Everytime i picked up Met Home, it felt like deja vu. I thought—-didn't i see this room a couple of years ago? Perhaps if Hachette unloaded Donna Warner and replaced her with an editor that recognized modern and new, the publication would still be around. Too bad Warner dragged down the publication for so many years.

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