National Geographic Adventure magazine ends publication of its print edition but continues Web site, citing advertising environment and emerging digital platforms

Sandy Yang

NEW YORK , December 3, 2009 (Associated Press) – National Geographic Adventure magazine has ceased publication of its print edition.

The magazine's December-January issue will be its last, though the brand's Web site will continue.

"Given the current advertising environment and the opportunities we see in emerging digital platforms, we think the time is right to transition the Adventure brand," John Griffin, president of National Geographic's magazine group, said in a statement.

The magazine's ad pages plummeted 44 percent in the first nine months of 2009 compared to the same period in 2008, according to data from the Publishers Information Bureau.

The National Geographic Society, based in Washington, also publishes its flagship magazine, National Geographic, as well as National Geographic Kids and National Geographic Traveler.

National Geographic Adventure, launched in 1999, was an outdoor lifestyle magazine with a mix of profiles, travel destination features and stories about trends and gear. The magazine was published eight times a year and said it had a rate base of 625,000 subscribers. Its cover always had National Geographic's trademark yellow border.

In addition to a Web site, future plans for the Adventure brand include books, mobile applications and even occasional newsstand editions.

The end of the magazine follows the demise of a number of other consumer and lifestyle publications, including magazines like Gourmet, Metropolitan Home, Modern Bride and Cookie.

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