Fenuxe, the gay Atlanta glossy being sued over allegations that it fluffs circulation numbers and overcharges advertisers, has lowered its readership claims and dropped any mention of how many copies it publishes from promotional materials.
The revised media kit cuts the magazine's “reach” by nearly 40 percent, dropping it from 84,500 used in a media kit earlier this year to 50,000 in its refreshed one. Gone from the media kit provided to Project Q Atlanta this week is a promise that “we print 25,500 copies every other week.”
A media kit distributed earlier this year shows this:
Now it shows this:
The magazine's circulation, and the advertising rates based on it, is at the heart of a lawsuit filed against Fenuxe by Pride Medical. The gay-owned business filed suit on Friday. Tyler Calkins (photo), the magazine's editor and publisher, has declined to discuss the lawsuit.
On another page of the media kit, this:
FENUXE is published bi-weekly with an average print run of 25,500 with weekly distribution. All prices are for a full two week run.
Was replaced with this:
FENUXE is published bi-weekly.
The magazine also requires advertisers to sign a contract full of legalese. Now, that document includes a new clause:
Though the magazine scrubbed its circulation numbers from the latest version of its media kit, and reworked its readership, one set of numbers didn't change: Its ad rates.
UPDATE | Fenuxe's digital editor and attorney, Dwayne Kinney, said Wednesday that the magazine removed its circulation claims and revised its readership numbers prior to the lawsuit being filed on Nov. 8. He said he didn't have a “direct date” of when the changes were made, nor did he offer proof, but “believes” it was done even before the magazine received a request from Pride Medical to produce circulation documents that the magazine refused to provide. That request for information, and Fenuxe's refusal to produce it, was a precursor to the lawsuit.