Readers Digest is slashing its rate base almost in half -- from 5.5 million to 3 million -- a move that "will help the magazine find a more engaged audiences, according to Reader's Digest
Association President-CEO Robert Guth," writes Michael Sebastian. "Large circulations long helped magazines attract the largest advertisers, which wanted efficient ways to reach many potential
consumers at once, but competition from new media and rising costs for paper, printing and distribution have changed that equation."
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