Megan Woolhouse

Larry Platt, the top editor of Boston magazine, is from Philadelphia and it shows. During a breakfast interview recently, his description of an upcoming story about recently indicted former House speaker Salvatore F.

DiMasi hit a pronunciation snag. ?Is it Di-May-si or Di-Mah-si?? he asked with a hint of uncharacteristic bashfulness.

Platt?who is also editor of Philadelphia magazine, both owned by Philadelphia-based Metrocorp Inc?is unfamiliar with the scene in Massachusetts? capital and unapologetic about it. But he intends to make Boston magazine a ?must read? that ?gets the movers and shakers in Boston shaking.? In the process, he also hopes to halt a sales slump that has caused the glossy monthly to lose money this year for the first time in its nearly 40-year history.

?I think an outsider can bring fresh perspective that can challenge the parochialism,? Platt said. But the Philadelphia native, who became editorial director of both magazines in February, faces a daunting challenge.

Like magazines nationwide, Boston is struggling because of the recession and the migration of readers to online publications. Overall circulation has dropped 24% since 2005 to about 1,00,000. Newsstand sales – driven by customers who make an impulsive decision to pay full price?are off 35%since 1999, according to Metrocorp, which is privately held.

The magazine is noticeably lighter because of fewer advertisements and thinner content: The May issue was 152 pages, down from 282 last year.

In addition, city and regional magazines such as Boston have faced increased competition from a flurry of niche products. In recent years, The Improper Bostonian has grown into a slick biweekly angling to be the city?s ?premier entertainment and lifestyle guide.? Boston Common, as well as specialty publications such as FB, Lola, and Design New England?all three published by Boston Globe Media.

Samir Husni, director of the Magazine Innovation Centre at the University of Mississippi in Oxford, said profits at city and regional magazines nationwide have dropped, causing them to cut employees and pages. Ads for luxury services, restaurants, and jewellery stores have dried up.