Parade (magazine)

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Parade
Parade magazine cover 9-6-09.jpg
September 6, 2009 issue
EditorAnne Krueger
FrequencyWeekly (Sundays)
Circulation32 million
(formerly)
PublisherThe Arena Group
FounderMarshall Field III
Founded1941
First issueMay 31, 1941 (1941-05-31)
Final issueNovember 13, 2022 (2022-11-13)
(printed)
CompanyParade Media
CountryUnited States
Websiteparade.com
OCLC1772138

Parade was an American nationwide Sunday newspaper magazine, distributed in more than 700 newspapers in the United States until 2022.[1] The most widely read magazine in the U.S., Parade had a circulation of 32 million and a readership of 54.1 million.[2] Anne Krueger has been the magazine's editor since 2015.[3]

The Nov. 13, 2022 issue was the final edition printed and inserted in newspapers nationwide. According to its final edition, Parade will continue as an e-magazine on newspaper websites.[4]

Company history[edit]

The magazine was founded by Marshall Field III in 1941, with the first issue published May 31[5] as Parade: The Weekly Picture Newspaper for 5 cents per copy.[4] It sold 125,000 copies that year.[4] By 1946, Parade had achieved a circulation of 3.5 million.

John Hay Whitney, publisher of the New York Herald Tribune, bought Parade in 1958. Booth Newspapers purchased it in 1973. Booth was purchased by Advance Publications in 1976, and Parade became a separate operating unit within Advance.[6]

In 2014, Athlon Media Group (later called AMG/Parade and now known as Parade Media) purchased it from Advance Publications.[7]

In 2022, The Arena Group (formerly The Maven), which also operates Sports Illustrated, TheStreet and numerous other brands,[8] bought Parade from Athlon for $16 million as a mix of cash and equity.[9]

Publishing schedule[edit]

Beginning on the weekend of December 28, 2019, Parade changed its publishing schedule to skip up to six weekends a year, planning to publish combined holiday issues. The first such combined publication was a Christmas-themed issue published the weekend of December 21, 2019.[10][11] The magazine published the weekend of April 4, 2020 also covered the weekend of April 11; Easter was April 12.[12] No magazine was published on the weekend of May 2, 2020 due to the COVID-19 pandemic.[13] The magazine published the weekend of May 16 also covered the weekend of May 23; Memorial Day was May 25.[14] The magazine published the weekend of June 27 also covered the weekend of July 4, Independence Day.[15] The magazine published the weekend of August 29 also covered the weekend of September 5; Labor Day was September 7.[16] The magazine published the weekend of December 19 also covered the weekend of December 26. In 2021, the magazine was not scheduled to be published the weekends of April 3, May 29, July 3, July 31, September 4 or December 25.[17]

In September 2022, The Arena Group announced that Parade would end print publication in November,[18] but would continue in its online incarnation. The final printed edition, initially planned for November 6, ran November 13.[19]

Distribution[edit]

Throughout 2016, Gannett Company, which had produced USA Weekend, the most direct competitor to Parade until its December 2014 discontinuation, added Parade to many of its Sunday newspapers as a replacement.

Parade Digital Partners is a distribution network that includes the website Parade.com and more than 700 of the magazine's partner newspaper websites. Parade Digital Partners has a reach of more than 30 million monthly unique visitors (comScore Q1 2014).

Features[edit]

The magazine typically has one main feature article, often a smaller feature article, and a number of regular columns. There is also advertising for consumer products, sometimes in the print edition appearing with clippable coupons or tear-off business reply cards.

  • "Ask Marilyn" by Marilyn vos Savant: Vos Savant answers questions from readers, from brainteasers to explanations of illogical customs, advice, or legitimate philosophical questions. Occasionally she will pose a brainteaser of her own or poll her readers.
  • Cartoon Parade: Panel cartoons by various creators, including Dave Coverly, Carla Ventresca, Dan Piraro, and Gary McCoy.[citation needed] By 2016, due to the expense and lack of interest, these had been dropped.[20]
  • "In Step With" by James Brady: Celebrity interview column which ceased after Brady's 2009 death.
  • “Intelligence Report": A guide to health, life, money, entertainment, and more
  • Interviews have included such celebrities as Steve Carell, Jimmy Fallon, Katharine McPhee, Katy Perry and Noah Wyle.
  • Laugh Parade: Gag cartoons by Bunny Hoest and John Reiner
  • "Numbrix": Also by Marilyn vos Savant, Numbrix is a simple puzzle game in which the reader arranges the numbers 1 to 81 in a continuous path that fits into a 9×9 square grid. Numbrix was introduced in July 2008 (originally as a 7×7 puzzle). In addition to the weekly print version, vos Savant also produces daily Numbrix puzzles for Parade's Web site. Since 2014, Parade's site has also published a much more difficult variant, "Jadium" (formerly "Snakepit"), by Jeff Marchant.
  • "Our Towns" is a regular feature written by journalists from Parade newspaper partners.
  • "The Parade High School All-America Teams": This sports franchise honors as All-Americans the best U.S. high school athletes in boys and girls basketball, football, and boys and girls soccer. Parade began its series in 1957 with its boys basketball honors, and expanded to football six years later.[21] Girls basketball was added in 1977,[22] boys soccer in 1979,[23] and girls soccer in 1993.[24] In 2010, Parade introduced its All-America Service Team, which honors high-school students for commitment to service and volunteerism.
  • "Walter Scott's Personality Parade" by Walter Scott (a pseudonym, originally used by Lloyd Shearer and now by a rotating group of edit staffers):[25] In Q&A sessions, celebrities often discuss some project or movie which is just about to be released.
  • "Views," an editorial column by various authors, including CNN political analyst David Gergen and Pulitzer Prize–winning journalist Connie Schultz.
  • "Keeping Up with Youth" (1960–70s)
  • "Fresh Voices": A former column where teenage readers would give their opinions on a different topic. Daria, from the MTV series of the same name, would frequently appear among them, giving a sarcastic opinion.

Special editions[edit]

  • "What People Earn", an annual, typically early spring
  • "Where America Lives" is an ongoing thematic feature
  • "What America Eats" is presented seasonally throughout the year
  • "The Giving Issue" is typically in the Sunday of Thanksgiving weekend

Publishing lag time[edit]

The magazine had a lag time to publication of about ten days, which caused the magazine to print statements that were out-of-date by the time Parade was publicly available in a weekend newspaper.

The January 6, 2008 edition cover and main article asked whether Benazir Bhutto was "America's best hope against Al-Qaeda," after her December 27, 2007 assassination.[26] In response to reader and media[27][28] complaints (and besides individual newspapers noting the discrepancy to prevent reader confusion, as the magazine had an additional week of lag time due to the holiday season), Parade stated on their website:

Parade publishes more than 32 million copies of each issue and distributes them to 415 newspapers across the country. In order to meet our printing, distribution and insertion deadlines, we must send the issue to the printer three weeks before the cover date. Our Benazir Bhutto issue, for example, went to press on Dec. 19. By the time Ms. Bhutto was slain on Dec. 27, this issue of Parade was already printed and shipped to our partner newspapers. Recalling, reprinting and redistributing our January 6 issue was not an option.[29]

A similar incident occurred in the February 11, 2007 issue when Walter Scott's "Personality Parade" reported that Barbaro, an American thoroughbred racehorse and winner of the 2006 Kentucky Derby, was in a stable condition. Barbaro was euthanized thirteen days earlier, on January 29, 2007.[30]

On April 27, 2014, Walter Scott's "Personality Parade" reported that Joby Ogwyn would BASE jump in a wingsuit from the summit of Mount Everest live on the Discovery Channel in May 2014. However, before the edition appeared in print, the government of Nepal closed Mount Everest to climbers because of an avalanche on April 18, 2014 that killed 16 Sherpas, including five Sherpas working for the Discovery Channel in advance of Ogwyn's planned jump, hastening the cancellation of the special.

The January 16, 2022 edition of the magazine featured a cover story about actress Betty White, whose 100th birthday would have been the next day on January 17. She unexpectedly died at the end of 2021 on December 31 (a New Year's Eve Friday), leaving not only the regular lag time, but holiday season lag time preserving what was then an erroneous feature and requiring newspaper disclosures of the issue.[31]

References[edit]

  1. ^ "About Us - Parade Magazine". 2013-06-03. Archived from the original on December 12, 2008. Retrieved 2016-08-26.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
  2. ^ GfK MRI Fall l2013; comScore, Q1 2014, Parade Media Group [E]: circulation: January 2014 AAM, CAC, VAC & Publishers' Statements 9/30/2013
  3. ^ "Athlon Names New 'Parade' Editor". Nashville Post. Jan 9, 2015. Retrieved 8 June 2015.
  4. ^ a b c "Parade Vault: Celebrating America". Parade. November 13, 2022. p. 10.
  5. ^ "Parade History". Parade. AMG/Parade. 20 December 2010. Retrieved 16 October 2021.
  6. ^ Ping Shaw (1999). "Internationalization of the women's magazine industry in Taiwan context, process and influence". Asian Journal of Communication. 9 (2): 17–38. doi:10.1080/01292989909359623.
  7. ^ "Parade magazine about to be sold to Athlon Media". New York Post. 16 September 2014. Retrieved 17 August 2022.
  8. ^ Fischer, Sara (18 January 2022). "The Arena Group is buying Parade and plans up-listing to New York Stock Exchange". Axios. Retrieved 16 August 2022.
  9. ^ Fischer, Sara (18 January 2022). "The Arena Group is buying Parade and plans up-listing to New York Stock Exchange". Axios. Retrieved 17 August 2022.
  10. ^ "Parade magazine takes break this week". The Greenwood Commonwealth. December 28, 2019. Retrieved January 14, 2020.
  11. ^ "Parade magazine takes break this week". World News Network. December 28, 2019. Retrieved January 14, 2020.
  12. ^ Carver, Desiree (April 11, 2020). "No Parade insert Sunday". The Valdosta Daily Times. Retrieved June 30, 2020.
  13. ^ "No Parade magazine". The Greenwood Commonwealth. May 2, 2020. Retrieved May 4, 2020.
  14. ^ "No Parade magazine inside today's paper". Dayton Daily News. May 24, 2020. Retrieved June 30, 2020.
  15. ^ "Nonpareil to publish joint July 3 and 4 edition; no Parade magazine on July 5". The Daily Nonpareil. June 28, 2020. Retrieved June 30, 2020.
  16. ^ "No Parade today; resumes Sept. 13". La Crosse Tribune. September 6, 2020. Archived from the original on September 13, 2020. Retrieved September 13, 2020.
  17. ^ Burns, Bobby (December 23, 2020). "No Parade magazine on Dec. 27". The Daily Reflector. Greenville, North Carolina. Archived from the original on January 12, 2021. Retrieved February 7, 2021.
  18. ^ "The Arena Group to Expand Parade's High-Growth Digital Business". BusinessWire. September 16, 2022. Retrieved October 21, 2022.
  19. ^ "Parade magazine to discontinue printing". New Hampshire Union Leader. Oct 8, 2022. Retrieved October 21, 2022.
  20. ^ Clodfelter, Tim (March 15, 2016). "SAM". Winston-Salem Journal. Retrieved April 7, 2016.
  21. ^ Huff, Doug. "EA SPORTS Boys & Girls All-Americans". yahoo.com. Archived from the original on April 2, 2015.
  22. ^ "Felder signs with Lady Bulldogs". Athens Banner-Herald. April 13, 2000. Archived from the original on April 2, 2015.
  23. ^ Cohen, Haskell (January 14, 1979). "Parade's First All-America High School Soccer Team". Parade. p. 20. Retrieved March 15, 2015.
  24. ^ "Named to the PARADE All-American team". milton.edu. June 2003. Archived from the original on May 28, 2010. Retrieved March 15, 2015.
  25. ^ Woo, Elaine (2001-05-26). "Lloyd Shearer; Leader of the 'Personality Parade'". Los Angeles Times. Retrieved 4 February 2014.
  26. ^ [1] Archived September 8, 2012, at the Wayback Machine
  27. ^ Leventis, Angie. "Featured Articles From The Chicago Tribune". Archives.chicagotribune.com. Retrieved 2013-10-13.
  28. ^ "'Parade' Interview Fails to Note Bhutto's Death". NPR. 2008-01-06. Retrieved 2013-10-13.
  29. ^ Sheehy, Gail (December 27, 2007). "'A Wrong Must Be Righted': An interview with Benazir Bhutto". Archived January 10, 2008, at the Wayback Machine. Parade.
  30. ^ [2] Archived November 12, 2008, at the Wayback Machine
  31. ^ Feder, Robert (17 January 2022). "Robservations: Lakeshore Public Radio to boost signal; 'Windy City Breeze' expands; Tribune editor Margaret Holt retires". RobertFeder.com. Retrieved 19 January 2022.

External links[edit]