The bottom was going to start shaking out of this category sooner or later. Keith Kelly's item today about this magazine firing their entire ad sales staff and outsourcing these services does not bode well for this perennial third runner.
* Personal finance information runs rampant on the web, from CNNMoney.com to Motley Fool to Yahoo! and countless others.
* Kiplinger's has the oldest readership of the personal finance titles and has failed to bring in enough new young readers, especially with all that stuff around for free on the web.
* Dated editorial direction from the early 90's.
* No discernible web strategy. They throw the magazine's content up on the web, so why buy the magazine?
ODDS OF SURVIVAL: 15%