FROM BI-MONTHLY TO QUARTERLY

Inbound Asia magazine is to move from a bi-monthly frequency to quarterly from June.
The magazine, which recently became the official magazine of the The Luxury Network Asia, made its debut on the bookshelves in early 2009 as a monthly title. The publishers, in an email newsletter, are promising "four bigger and better issues per year as the magazine continues to grow in size and style".
Surely the natural progression for a successful magazine is to increase frequency and not to reduce it? By cutting the number of issues from six per year to four, the publisher will likely save 20 per cent on its printing costs, even taking into account the promised extra pagination. But cutting the number of issues of any magazine remains an extremely hard sell to advertisers.