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November 09, 2006

Time Magazine Cutting Circs by 20%

posted by MR WAVETHEORY at 11/09/2006 06:04:00 PM
Time Magazine Cover: It's Over
This is pretty alarming. Time magazine which is owned by Time Warner, Inc. (NYSE TWX) plans to announce on Monday that it will dramatically reduce its rate base by 750,000 to 3.25 million - or 20%. The expected move, which was first reported by Mediaweek on Sept. 4, will allow the title to maintain its position as the leading newsweekly. Archrival Newsweek boasts a rate base of 3.1 million.

In a great example of supply and demand in action, Time will be increasing the price of each issue by 20% - scarcity creates premium pricing?

In addition to the shift in circulation strategy, Time will increase the newsstand cover price effective with the Nov. 20 issue by one dollar to $4.95. Finally, Time will cut back on its domestic targeted editions to three from eight. Along with the national magazine, the newsweekly will continue to publish the Time Global Business (1.5 million circ), Time Select (800,000), and Time Style & Design (55,000), which will continue to publish quarterly.

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