The magazine business follows newspapers into troubled waters

Gannett (NASDAQ: GCI) said it would cut almost 10% of its staff. This is hardly a surprise. Newspaper ad revenue has been running down over 15% this year and that trend is expected to continue. At some papers, classified ads -- mostly real estate, employment, and autos -- are off well above 30%. The internet has eroded readership. Most of these people will not ever return as newspaper subscribers. Gannett and all its peers trade at multi-year lows.

The advertising sales problem is beginning to spread to magazines. Between the internet and the recession, the magazine business is getting pinched and pinched hard. Ad pages at many business magazines and newsweeklies are down 15% to 20% this year. In some cases, the drop is closer to 30%. As a reaction, the largest magazine publisher in the U.S., Time, Inc., a unit of Time Warner (NYSE: TWX) will cut as many as 600 people. According to The New York Times, "No magazines are scheduled to close, but some are likely to be severely cut back."

Magazines will have to do something that newspapers have not be able to. They need to move their content to the internet in a way that will pull large numbers of readers so that advertising volumes are big enough to make up for the erosion of print dollars. Since there are a huge number of content sites on the web, there is plenty of competition.

The print magazine business is dying and dying faster than many analysts thought it would. Its only life boat is the internet. A life boat only holds so many people.

Douglas A. McIntyre is an editor at 247wallst.com.