• The New York Times, Monday, August 27, 2012 12:27 PM

Venerable ad trade publication Advertising Age is shrinking, albeit in the format of its printed edition. As part of a major redesign, the magazine will trim its format from 10.44 inches by 14.5 inches to 10 inches by 13 inches to create what it described to New York Times ad columnist Stuart Elliot as a “modern tabloid” shape. As part of its new design, the front the magazine will emphasize one cover story with cover lines referring to other stories inside vs. its current news oriented cover. It’s not the first time the 82-year-old magazine has been redesigned, but the Times’ Elliott implied that the version was “emblematic of how print media are reconsidering their missions as fundamental business tenets are turned topsy-turvy by digital media.” Ad Age Editor in Chief and Crain Communications President Rance Crane acknowledged that the weekly magazine no longer is its primary news outlet, and that its website now breaks most of its news.

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