Haymarket Media Group is folding its 85-year-old monthly specialist title Marketing magazine into sister advertising magazine Campaign saying that “silos are increasingly untenable” in trade journalism.
The last print issue of Marketing, which was first published in 1931, will be its May issue.
Its content will then be included in an enhanced Campaign weekly magazine and a new Campaign monthly quarterly title, as well as website Campaignlive.co.uk
The decision by Haymarket, which is controlled by Lord Heseltine, to close Marketing mirrors a similar move when it closed Media Week in 2009, after almost 25 years, and folded its content into Campaign.
The closure of Marketing will not lead to any redundancies, with the small team of Marketing journalists, understood to be around five, producing online and print content for Marketing within Campaign.
In the past, Media Week, Marketing and Campaign have competed for stories.
Rival title, Centaur-owned Marketing Week, continues as a print weekly and website.
Campaign’s global editor-in-chief Claire Beale will lead the expanded team, while Rachel Barnes, currently editor of Marketing, will become Campaign’s UK editor.
In a joint editorial piece published on Campaign's website, Beale and Adrian Barrick, editorial director across the titles, said that bringing together Campaign, Marketing and Media Week would better mirror the creative industries they are writing about.
The editors said: “Thriving amid these constant shifting complexities requires a clearer focus and a bolder vision than ever before, with smart agencies and marketers working together as true partners to invest in creative ideas that drive measurable growth.
“The old partitions between marketers, creatives and media are increasingly unsustainable. Marketers now appoint their own production companies and are taking programmatic media trading in-house; creative agencies are offering media thinking; media agencies are producing creative work. Success today comes through better, fluid integrated thinking that sits at the core of how brands interact with consumers.
“Which is why Campaign is combining with its specialist sister brands Marketing and Media Week and Brand Republic. Silos are increasingly untenable in our business, as they are in yours.”
According to Haymarket, Campaign will be increasing its pagination and doubling its circulation to “reach even more marketers”. According to ABC, Campaign has a paid circulation of 5.137 a week in the UK.
The new quarterly title, Haymarket said, will “take a deeper look at the consumer and industry trends that are shaping and inspiring the best new thinking”.
According to accounts filed at Companies House, Haymarket Media Group- which also publishes football title FourFourTwo and Print Week- made a loss of £3.6 million in the year ending June 2015.
The accounts show that the publisher has paid out over £1.6 million in reducing headcount and other cost saving moves in the period.