Magazine Death Pool

Shop, Etc.: RIP 2004-2006

As the Reaper predicted, Shop, Etc. was not long for this world. It didn't even stick around long enough for the Labor Day sales.

"And there shall be only one..." as they said in that cheesy sci-fi flick Highlander. And that one is Lucky.

This was a me-too, unnecessary, jump on the coattails effort by Hearst, the Reaper does not care what kind of "performance metrics" that company uses.

So off you go with me, Shop, Etc., down the river to be in a cold dark place next to Cargo.

Submitted For Your Approval - Shop, Etc. Magazine

* Debuted in August, 2004 and still is not audited. Bad sign, especially for a magazine from Hearst.

* Just went through another re-design.

* Poor editor-in-chief Mandi Norwood has not quite been so "lucky" since arriving her from the UK.

* How many women's shopping magazines can the market really support?

* On the low end of the sell-through range.

* Hearst already denying there are problems with the magazine.

* Hearst could be 0 for 2 with Lifetime Magazine closing last year.

SURVIVAL ODDS: 20%