The move comes just two days after NGS was reported to be seeking a buyer for Adventure -- an effort that apparently met with disappointment. The economics can't have been appealing to prospective buyers: Through September, the title's ad pages were down 44.1%, according to the Publishers Information Bureau. Adventure's chief competitor, Outside, has been having a markedly better year: Its ad pages are down only 18.8%. (Success in the magazine business is a very relative thing nowadays.)

Of NGS's two remaining titles, the flagship National Geographic is faring better, with ad pages down 21.4%. National Geographic Traveler, like most other travel titles, is down steeply, with losses at 39.5% year-over-year.

Here's the announcement from National Geographic Society:

Adventure Magazine Will Cease Publication of Its Print Edition

National Geographic is transitioning its ADVENTURE brand from traditional print to a multi-platform model that will include newsstand editions, books, e-magazines, mobile applications and a robust web site. National Geographic will also continue to honor the world's great explorers and adventurers with the National Geographic Adventure Awards.

"We're tremendously proud of what John Rasmus and his team have accomplished over the last 10 years," John Griffin said in making the announcement. "They have consistently delivered award winning editorial to an enthusiastic audience of readers and advertisers. But given the current advertising environment and the opportunities we see in emerging digital platforms, we think the time is right to transition the Adventure brand."