Fans of XXL magazine have definitely been alerted to the on-again, off-again happenings of the publication’s print future. It was recently announced that XXL will remain in print, running quarterly issues.
As reported by Billboard, XXL parent company Townsquare Media has begun its new quarterly cycle beginning with the current winter issue with Kendrick Lamar gracing the cover. The magazine will make its next issue available in March. The annual Freshmen issue will publish in June.
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Bill Wilson, Townsquare’s chief content officer, points to the Kendrick issue as proof that “print plays a valuable role to the XXL audience and thus to the brand” as well as the mag’s new owner, “as we are focused on building premium best in class brands.”
The Greenwich, Conn.-based company purchased XXL, men’s magazine King and lifestyle website Antenna from Harris Publications in September. At the time it was believed XXL’s print version would be shuddered, but that decision was soon reversed.
The magazine’s advertisement team has also shifted focus, electing to work with more premium brands and moving away from classified and direct response clients.