Today's Woman Magazine writes final chapter

by Eric Olson

SBJ Reporter

eolson@sbj.net

Clear Channel Communications has stopped the presses of Today's Woman Magazine. Clear Channel officials, citing economic difficulties, ended the magazine's 18-year run with the 2003 holiday issue. Clear Channel had owned Today's Woman for five years.

"We can't afford to put our resources and our dollars toward publishing a magazine when we are a broadcast company," said Mary Fleenor, Clear Channel general manager. "We need to focus all of our resources on our core business, which is selling radio."

Fleenor said it is "very unusual" for a Clear Channel affiliate to own a magazine.

Today's Woman, designed to educate, inspire and recognize women in the Ozarks, printed 12,000 copies nine times per year and had 3,500 subscribers, Fleenor said. There was no fee to subscribers. Extra copies were distributed to hotels and grocery stores at no charge. Subscribers and advertisers are being notified directly, Fleenor said.

Fleenor said company officials reviewed the publication's revenues and expenses over the past few months, but she would not disclose details, only saying that printing costs have risen dramatically each year. Clear Channel contracted for printing services with KOPCO Printing Inc. in Caney, Kan.

It's not the first time Today's Woman has faced financial difficulties. It nearly folded in 1998 when debts topped $20,000, according to Laura Scott, publication founder and editor. But then-Sunburst Media General Manager Donna Baker worked a deal in which the broadcast company saved the publication, taking on its debt and assuming publishing responsibilities. The agreement positioned Scott as editor and relieved her of some of the many hats she wore, including layout and sales duties.

"I was in debt and didn't see any way out. I was having health problems from the stress," Scott said. "I was very grateful when Donna offered to do that and very excited to have other people that shared the vision."

Sunburst Media turned the tabloid-size publication, which had circulation of about 350 and charged subscribers for mailing fees, into a free magazine.

"I kind of turned it over to (Sunburst Media); they hired me on as editor, and together we kind of got it back on its feet," Scott said. "Then this recession came."

Clear Channel acquired Sunburst Media in 2000. Fleenor replaced Baker as Springfield's Clear Channel general manger in August, after Baker relocated to Clear Channel's Lincoln, Neb., market.

Fleenor said she believes in the magazine's purpose of reaching women, but the expenses outweighed its value.

"This was an incredibly difficult decision to make," Fleenor said. "We are still committed to that goal, but now we are going to focus on doing it with our five radio stations instead." It will be done mainly with KGBX 105.9 and Alice 95.5, both female-oriented stations, she said. Clear Channel will continue to hold the annual Today's Woman Expo, which this year is Feb. 20-21 at the University Plaza Convention Center.

Scott started Today's Woman after moving to Springfield from Kennett, in the Missouri Bootheel, in 1985. Scott said she noticed women weren't getting very much coverage and recognition in print. The first issue of Today's Woman was published in February 1986 and featured a cover story on Paula Shumaker Yount, who ended up as a columnist for the magazine.

"After 18 years I do appreciate everyone's support," Scott said, naming staff and advertisers, people like Carol Jones, Anne Drummond and Julie Conway who were instrumental in the magazine's early days and the many women who shared their stories with the magazine.

"We've been able to touch some lives with the magazine. If we've been able to do that and encouraged women to reach higher, even one woman, I think it served its purpose," Scott said.

Scott said it's been difficult coming to grips with the publication's end. She now plans to write freelance.

"I felt like I had the best job in town there," she said. "Things cycle; it's time for a new phase."