To save up to $10 million a year, Time Inc. magazines have been "quietly switching from the traditional glossy stock [paper] to a cheaper grade," writes Keith Kelly. By Q2, the first mags to feature
the thinner paper, more likely to create the dreaded advertiser no-no, bleed-through, were
Time, Entertainment Weekly and Fortune. The company's biggest moneymaker,
People, is
making the switch more carefully and slowly. "One source said that newsstand copies, complimentary copies sent to ad agencies and media types, and most of the East and West Coasts were still getting
the glossy stock of
People, while less-discerning subscribers in the middle of the country were getting the thinner grade," according to Kelly.
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