But there are many reasons that Town & Country can, and most likely will, stay afloat. First of all, the history and tradition. This is a magazine which began in 1846 and has been part of the lives of many generations. More than a magazine, Town & Country has served as a benchmark for the affluent. Its habit of showcasing wealthy and beautiful women has made social careers. Grabbing the cover has been sometimes seen as a socialite's mark of ascension. The magazine also has a significant history with philanthropy. Pamela Fiori was a founding co-chairperson of UNICEF's Snowflake Project. Much of the magazine's content has been not just about shopping and travel but also about the responsibilities of wealth including volunteering and donating as well as points of etiquette. Another good reason for Hearst not to give up on Town & Country would be its ancillary products. The brand has spawned a travel website and wedding magazine. It also publishes a series of books.
Times are tough for any magazine and luxury magazines are more expensive to produce than some other titles. Those lavish photoshoots in exotic locales really add up. Publishers Information Bureau recently reported first half advertising and paging figures which showed that Town&Country fell 43 percent to 429 pages. Rough numbers that landed it on Magazine Death Pool's recent list of magazines in danger (a list that also included Departures, Architectural Digest and W).