Life struggles to survive



Life is again struggling to survive. Once one of the world’s best known and popular picture weeklies, the magazine which dates back to the days of Henry Luce, has folded – and been revived – several times.


Most recently two years ago when it was reincarnated as a weekly supplement inserted into around 100 newspapers in the US, notably the NY Daily News. But lately the publication has become skimpier.


A recent issue ran to only 16 pages, of which only two carried ads. Although it officially has a circulation of around 12 million, for income it has to rely on advertising. Last year it had only 327 ad pages – well below its rival weekend supplements, Parade for example which had 690 ad pages and USA Weekend which had 708 pages.


Reportedly Life is losing a whopping $35 million a year. Officials insist there are no plans to shut Life down again. Contracts run for at least another year, they point out. However there is a suspicion that once again Life is fighting to survive.


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