The century-old magazine’s new owners are turning it into a lifestyle brand that appeals to hunters, fishers, Republicans, and Democrats.
Many legacy periodicals that have survived the internet are husks of their former selves. New owners come in, slash costs, and squeeze what revenue they can out of the title’s dwindling prestige, which often means canceling the print edition altogether. Some of these salvage operations make a historic media brand profitable; very few make it great again.
