Hearst Folds Trending NY Magazine, Cuts Staff

Hearst has quietly shuttered its free newspaper TrendingNY, WWD has learned. Editorial staff, which totaled about eight and were mostly freelancers, were told of Trending’s demise last week, just as the September issue of the fashion- and culture-inspired paper hit the streets. Employees packed up their boxes Wednesday, according to insiders, but they were entirely surprised.

The “freemium” aimed at Millennial women, which was launched last August, had not published in July, as planned. That was “worrisome” to the staff, a source said, as was the obvious declining number of advertising pages per issue.

Initially, TrendingNY was developed as a weekly paper to be distributed during fashion week. Each issue had a print run of about 50,000 copies, and were meant to focus on New York-centric cultural events. Just three months after it launched, Hearst said it was upping Trending’s frequency in 2015 to nine issues, with a new edition distributed the first week of each month from April to December.

At the time, Michael Clinton, president of marketing and publishing director of Hearst Magazines, said TrendingNY would feature heavier, glossier cover stock and its circulation would double to 100,000 copies an issue from the initial print run of 50,000.

Clinton said each issue would be “at minimum” 52 pages, and pointed to advertisers such as Banana Republic, Bloomingdale’s, Estée Lauder and Macy’s, as launch sponsors.

The hope was to lure in more beauty, retail and fashion advertisers, but insiders noted that it apparently hadn’t worked as planned.

Case in point: An insider pointed to the current and final September issue, which was billed as a thicker, more fashion-heavy edition (for obvious reasons), adding: “It was supposed to be a big issue. I didn’t hand count, but there were not a lot of ads. Each issue was thinner and thinner.” A spokeswoman from Hearst said: “TrendingNY is a successful, ongoing experiment for us, a new model and a new way to reach young women. For now, we are moving away from a monthly frequency, but expect to see Trending ‘pop-up’ going forward.” The pop-up model is used at freemium “Branché,” which is produced by the editors of Hearst-owned Marie Claire magazine.

Atlantic unveils latest solvent inks

Atlantic Tech Services has launched a new range of wide-format solvent inks formulated to improve print quality, reduce annual ink-use costs and sharpen up the performance of printers. According to Atlantic, ColourSure offers improved jetting properties for wide-format inking systems and printheads to extend the life of both the printheads and the printer.

The ink is available in 440ml cartridges, which cost £59, or one-litre bottles (£79) for use with the ColourSure Eco Bulk Inking system aimed at improving productivity and reducing operating costs. The range comprises CMYK, light cyan, light magenta and two whites. ColourSure is suitable for indoor and outdoor uses and can withstand long periods of outdoor exposure, the company said. The inks are also said to be environmentally friendly without compromising on print quality. Atlantic said the inks were an alternative to Roland Eco-Sol Max, Mutoh Eco Ultra and Mimaki ES-3 Eco Solvent ink formulations.

“The inks allow users to utilise existing colour profiles to avoid the costs and downtime in creating new profiles,” said director Keith Pratt.
“They are targeted not just at companies in the signmaking industry, but businesses with a digital department and commercial printers with wide-format gear.
“We do service support to Roland, Mutoh and Mimaki printers and supply finishing kit to sign and digital industry such as laminators and trimmers. Customers said they also wanted consumables.
“They are generally telling us they are making 40% savings using this new range rather than other OEM inks. They are the enjoying colour vibrancy and less problems with blocked nozzles.
“The inks flow through print systems easier, so the amount of in-house cleaning has gone down and we are seeing a drop in service calls.”

Times Media Co. to deliver Chicago Tribune

The Times Media Co. in Northwest Indiana inked a deal with The Chicago Tribune Media Group to distribute The Tribune, The Post-Tribune and 18 other publications throughout the region. Terms of the deal were not disclosed. Times Media will begin delivering those newspapers as well as the Chicago Sun-Times, The Wall Street Journal, The New York Times, Investor’s Business Daily and several other daily and weekly publications.

 “We are currently working to re-map our routes and contract additional carriers, as well as expand our management team,” said Chris White, publisher of The Times and nwi.com. “With one team now handling delivery to nearly every newspaper subscriber in the reagion, we expect to improve delivery times and accuracy of service for both The Times and our new clients.