As it continues its push, magazine media consultants and analysts say they would be hard-pressed to think of another stretch such as Meredith’s.
Samir Husni runs the industry tracking site Mr. Magazine and teaches at the University of Mississippi’s Magazine Innovation Center.
“I’ve never seen anybody as aggressive as what they are doing,” said Husni, who has followed or taught about the industry since 1984. “People are going to say they are either crazy or they are hot. I would err on the side of saying they are hot.”
Husni said Meredith’s location has also worked to its advantage, as moves made by the company tend to fly under the radar.
“The best thing is, being in Des Moines in the Midwest, they can do things cheaper and quieter,” he said. “They have always been the little engine that could, but now they are becoming the bigger engine that could. It is really amazing.”