For the magazine absolutely, but pulp as a genre was kept alive by the pulp novel with the decline of the magazine. But these books are still generally considered pulp genre (I believe they are differentiated by pulp magazine and pulp literature). I found this somewhere:
"Many of the paperback houses that contributed to the decline of the genre–Ace, Dell, Avon, among others–were actually started by pulp magazine publishers. They had the presses, the expertise, and the newsstand distribution networks which made the success of the mass-market paperback possible. These pulp-oriented paperback houses mined the old magazines for reprints. This kept pulp literature, if not pulp magazines, alive."