How does it feel to be a complete unknown? The rock stars that grace the cover of Rolling Stone wouldn't know. Magazine publisher Wenner Media owns Rolling Stone, its flagship publication that has been covering music and pop culture for more than four decades. The company also publishes men's lifestyle mag Men's Journal and gossipy entertainment title US Weekly. In addition, Wenner Media operates its magazines' corresponding websites -- RollingStone.com, USMagazine.com, and MensJournal.com. More than 42 million readers read its magazines each month, while 22 million people visit the company's websites. Jann Wenner started Rolling Stone in 1967.
As a result of a weak economy that has significantly hurt the magazine industry, the company is seeing declining profitability and ad-page count at its titles. In particular, Wenner Media's Rolling Stone title has faltered, feeling the heat from younger titles such as Maxim, as well as the effects of the siphoning of readers to free content online. Sister publications US Weekly and Men's Journal have fared better, fueled by the public's appetite for celebrity gossip, as well as a less cluttered market with respect to content for men.
Like the rest of the media world, Wenner Media has been focusing on digital content and advertising in order to offset losses from print. In 2012 it entered a partnership with Yahoo! in a deal that granted US Weekly and Rolling Stone permanent branded pages on Yahoo!'s site in exchange for Yahoo! branding on RollingStone.com and USMagazine.com. Men's Journal is being distributed on Yahoo! in addition.
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