Greenspun President Explains Why Las Vegas Life’s Monthly Edition Will Be Shuttered
Can magazine titles retain a strong presence online, even as some of their print counterparts fade from shelves? Greenspun Media Group is attempting to find out when its Las Vegas Life begins its mostly Web-based life next month. Greenspun Media Group recently announced that the 10-year old title would head online, as its President Michael T. Carr says he made the decision to discontinue the monthly print title, beginning with the April edition.
“It’s an enriched life for Las Vegas Life online,” Carr says.
Carr talked with Publishing Executive Inbox this week about the decision, and how the move online will ultimately fit in with the continued success of the publisher’s other efforts.
Inbox: Why did you decide to shutter Las Vegas Life as a print title?
Michael T. Carr: [That’s] not quite an accurate statement. We stopped the monthly publication of it. Las Vegas Life will continue to exist in a print form in an annual “Best of” edition. Most city magazines have various “Best of” issues. We have decided that we will roll all of those into one. It’s a manual to living in the city of Las Vegas. It’ll have much more permanence and shelf life and much richer content.
So in a print life, it still has a form. In addition, Las Vegas Life will be the umbrella for all of the things we are doing through digital delivery. We have 17 different publications with Las Vegas as the focus. [Las Vegas Life] will serve as the umbrella portal. All the titles will have their own Web sites, as well. You’ll find them under their own URL.
Inbox: Will the title itself be migrating online?
Carr: It’s really not about migration. Taking content and putting it online is like watching paint dry. It’s a whole new world of opportunity. If we’re shooting party pictures, I can publish five pages in the magazine. I can print 500 online. It’s expanding your reach, expanding your audience. … For instance, when we launched Las Vegas Weekly, 95 percent of the content online could not be found in the print publications. You can’t do all of that in just 200 pages of print.