People and Time Reduce Rate Bases
People and Time are trimming their rate bases. According to Ad Age, People will reduce its circulation guarentee by 50,000 copies per issue and Time will cut its guarantee by 250,000 copies per issue. Beginning in January, People’s new rate base will be 3.4 million; Time’s 3.4 million.
The change is odd, as typically, the higher a magazine’s rate base the more it can charge advertisers for ads. A Time spokesperson told Ad Age that the magazine cut its circulation guarantee out of a “desire to optimize… marketing spend and cut less profitable circulation.”
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