The great shakeout of gossip magazines will begin here. After forking over millions of dollars for exclusive photos and stories about celebrities making nice, owners Northern & Shell realized that this proposition was going to be a money pit akin to dear departed Portfolio.
Retrenching after making the mistake of hiring Kent Brownridge fresh from his botched handling of Alpha Media Group, OK! is playing editorial musical chairs and in one of the surest signs of death being around the corner, they are transforming into a "lifestyle" magazine.
While this may save them from writing big checks to movie stars, this moves them right into the territory of Life & Style, which can not be in worse shape right now.
Life & Style is the albatross around Bauer Publishing's neck. Publishing a weekly is an expensive proposition. Doing a sort of "nice" gossip rag with no news is the kiss of death. Bauer is already a penny-pinching institution, so there is just no point in keep this one around. Pumping up the cover price in record amounts at the worst possible economic time may have been this magazine's death warrant.

Men's Journal just has to see the fate of Rodale's Best Life to know that its days are numbered. All the National Magazine Award nominations in the world can't stop a 41% drop in ad pages through May and cutting back in frequency.