EXCLUSIVE: Kent Brownridge Answers the Big Question — Will OK! Magazine Go Bi-Weekly Permanently?

Since going bi-weekly a few weeks ago, many industry industry insiders are speculating that this is a permanent move for OK! Magazine.

Kent Brownridge, OK Magazine’s GM, spoke exclusively with CoverAwards, and shared his plans for OK’s distribution in 2009:

“We are a weekly and will remain a weekly,” says Brownridge.

Why did OK! go bi-weekly to end 2008?

“Magazine wholesalers deliver the celebrity weeklies on Thursday. This year (2008), Thanksgiving, Xmas, and New Year’s Day are all on Thursday,” explains Brownridge.

“Wholesaler deliveries are rescheduled (for ALL celebrity weeklies) for these three holidays.  This means some issues stay on sale a shorter period of time than the regular seven days. A short shelf life is a waste. You sell less in five days than seven days. This is an absolute,” concludes Brownridge.

“Thus, I created three double issues in the fourth quarter to eliminate the three aforementioned shorter on sale periods,” explains Brownridge.

That explains the publisher’s decision to go bi-weekly through the end of 2008.