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Hearst Puts Free Magazine 'TrendingNY' on Indefinite Pause

The monthly magazine for New York millennials has an uncertain future.
The September issue of 'TrendingNY.' Photo: Hearst

The September issue of 'TrendingNY.' Photo: Hearst

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. 

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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.