TrendingNY, a new "freemium" magazine published by Hearst and targeting New York millennial women, will no longer be produced on a regular monthly schedule — or any schedule at all according to a representative for the publishing company. Its September issue was distributed just last week at major commuter hubs across the city.
"For now, we are moving away from a monthly frequency, but expect to see Trending 'pop-up' going forward," said the representative, without specifying when the "pop up" would be produced.
WWD painted a more dire picture, reporting that the staff of eight had been laid off and that the reason for the closure was "obvious declining number of advertising pages per issue." A request for comment from Hearst on the staff's employment status was not immediately returned.
TrendingNY has been an experiment for Hearst since the beginning. The fashion, entertainment and beauty magazine was launched as a weekly in September 2014 and returned as a monthly in May. Earlier this month, Hearst said it planned to continue on that schedule for the rest of the year with a circulation of 100,000 issues. If it does continue on a sporadic schedule, it will be similar to Branche — a free "pop up" title from the editors of Marie Claire that was initially only distributed in New York and recently launched in Austin and in Los Angeles.