Capell: Mags Report Healthy Rate Base Performance

Magazines claiming a rate base can give themselves a pat on the back: They had their best performance ever in the first quarter of 2008, with only 10 percent falling short of their guaranteed circ to advertisers, according to Capell’s Circulation Report.

Yet the good rate-base showing may be in part because over the past seven years, nearly half of magazines making a rate base promise lowered or did away with it, the newsletter reports in its May 12 issue.

Of the 244 titles claiming a rate base in 2000, 25 percent made a cut, 44 percent raised it and 31 percent made no change from 2000 to 2007.

Another 58 titles moved to drop their rate base claim during that period, according to Capell