• Mediaweek, Tuesday, September 5, 2006 11:33 AM

In a move that could signal a big change in the way magazine ads are bought and sold, Time is considering getting rid of its rate base--the circulation it guarantees to advertisers. While the newsweekly wouldn't be the first to take that step, it would be the most prominent. And it could open the floodgates for Time Inc. titles to rely on other standards to gauge audience levels. Mediaweek, citing insiders, says Time Inc. executives have been talking about various plans to tweak circulation strategy. A decision could come in November, two months before the magazine's on-sale date moves from Monday to Friday. "There have been a lot of meetings about Time on a lot of levels," says a spokesperson. Many things are being discussed and considered, but nothing beyond what has been announced has been decided.

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