In an effort to offer online readers another option, the Saturday Evening Post is launching a redesigned magazine. Its July/August issue will continue to offer original art and fiction while complimented with new commentary and health articles.
With a circulation of 6 million in 1960, the Post now has only 350,000 readers. According to Maureen Mercho, chief operating officer for the Post, dropping circulation prompted the magazine to look for ways to broaden its base. However, industry experts say the publication risks alienating its core readers
The Post will also offer commentary by former CBS News “Sunday Morning” host Charles Osgood, poetry by Ray Bradbury and fiction by the grandson of Ernest Hemingway, John Hemingway. Officials are hopeful that this mix of old and new will boost circulation to 500,000 in the future.
Additionally, the Post has relaunched its Web site offering new posts each Saturday evening: retrospective, art, blogs, health coverage and other content. Another anticipated addition is digitized historical content offered online.
"I think the key is keeping your hand on the pulse of what Americans are interested in," Publisher Joan SerVaas said. "We're just trying to make sure we stay on that pulse."
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