Falling advertising kills National Geographic Adventure magazine

Washingtom-based National Geographic Society yesterday said it is closing down the print edition of its 10 year-old travel and the outdoors magazine National Geographic Adventure after the current isue onwards, after facing one of the steepest falls in advertising in the media industry.

The December-January issue of National Geographic Adventure, now on newsstands, will be last issue of the magazine.

However, the Adventure brand will continue with two annual newsstand-only publications, in books and on the Web, with the publisher promising a "robust website" and mobile and other products.

''The reason we didn't sell it is that the name of the magazine is National Geographic Adventure,'' Griffin said. Because the company continues to publish other National Geographic magazines, ''to have another brand out there selling might have caused confusion in the marketplace.''

The National Geographic Society, one of the largest non-profit scientific and educational institutions in the world, had failed in its attempts to sell the magazine without the National Geographic part of the title, since it will continue with its flagship  National Geographic Magazine, National Geographic Traveller, National Geographic Channel and National Geographic Videos, while potential buyers were not interested in just buying a magazine called ''Adventure.

"Much of the value is tied up in the brand." Griffin added.