Tampa, Fla.-based Lazydays RV SuperCenter and Rodale Custom Publishing announced Friday (Sept. 8) that publishing activities for RVLiving magazine would come to a close effective immediately.
“The November/December issue has been completed in its entirety and will be the last issue for the magazine,” a joint statement to advertisers indicated. “Mailing of this issue will begin in mid-October.”
The statement was co-signed by Rodale’s Valerie Valente, vice president, custom publishing, and Lazyday’s Stewart Schaffer, chief marketing officer.
A glossy publication that took a relatively youthful view of the recreational vehicle marketplace, RVLiving was launched in May 2005 and published every two months for Lazydays customers and prospects, general RV owners and enthusiasts.
“The magazine made its debut as a very high quality RV lifestyle publication with a compelling mixture of entertaining, upscale, lively and service-oriented editorial content,” the released stated. “We appreciate how well the magazine was received by you and its 150,000-plus readers.
“However,” the letter continued, “after a careful review of the first 10 issues, Lazydays has determined that the title has not met some of its objectives. Therefore, Lazydays is changing its publication strategy by adopting an RV product and technology focus with the launch of Lazydays RV Showcase, a Lazydays in-house publication.”
This new publication, according to Valente and Schaffer, whose dealership is the nation’s largest single-site RV retailer, will have 200,000-plus circulation and will include articles on the latest RV products and technological advances in addition to an extensive catalog listing of over 150 new RV models.
“Editorial contributions will be made by both Lazydays and industry experts,” the letter to advertisers adds. ”You will receive a separate communication soon regarding advertising opportunities in this new publication.”