I'm not surprised at this announcement--it's been a long time coming given the technological and economic climate. As for why the WT doesn't just merge the two public mags into one monthly public mag, I think it would be too much of a jolt to the brand/public image as well as to the perceptions of the older publishers, who have gleaned the bulk of their secular knowledge from the Awake and Biblical knowledge from the WT. To merge them suddenly could be damaging. That said, this downsizing might be a first step toward a single monthly "public" mag.
I think it's hilarious that, supposedly as the end draws near and the preaching work reaches its peak, God's organization is downsizing its administrative/organizational staff (Bethel lay-offs), cutting out meetings (cancellation of the bookstudy) and now eliminating half of their mainstay literature offerings! Truly a great shout of praise!!
To anyone whose mind isn't clouded by cult thinking, it's obvious that the hierarchy is being pinched by the changing demographics of readership (or lack thereof) and economic realities!
It will be interesting to be at the meeting when it's announced and see if the pubs clap. Undoubtedly, there will be the usual hearty clapping; I wonder if any of them will realize that they're applauding a 50% reduction in the monthly allotment of spiritual food?