• March 11, 2004

Kiplinger's Personal Finance announced plans to gradually reduce its circulation over the next year, from one million to 800,000 by April 2005. In doing so, the mag believes it will be able to better target the affluent, active investors and consumers who comprise much of its reader base.

"At a guaranteed circulation of 800,000, we'll be positioning ourselves squarely in the circulation bracket of the few other magazines that have our concentration of highly educated, well-to-do readers," said editor in chief Knight Kiplinger in a press release. By way of comparison, he pointed to the circulations of Conde Nast Traveler (750,000), Fortune (830,000), Inc. (665,000) and Architectural Digest (800,000).

In the press release, the magazine noted that ad pages are up 7.5 percent over the year-ago period for the January through May issues. According to the Fall 2003 MRI, Kiplinger's readers boast the fifth-highest median household income of all measured titles.