Time magazine will announce next week that it will slash its rate base by 750,000, or 19%, to 3.25 million. The move will still allow it to maintain its spot atop the newsweeklies. Rival
Newsweek has a rate base of 3.1 million.
Time's new guaranteed circulation would likely take effect in January, which works with its previously announced move to change its on-sale date
to Friday from Monday.
Time plans to harness its growing Web audience--which it claims to have grown 90 percent over the last year--by developing and supporting research that
measures both the print and online brands.
Read the whole story at Mediaweek »