Time magazine announced today that it will shift its on-sale date to Friday as part of a larger plan to “reformulate the magazine and TIME.com” beginning in January.
Executives say the move from the current Monday on-sale date to Friday the original on-sale date established by founding editor Henry Luce will allow readers to “spend more time” with the magazine over the weekend, including its subscribers, most of whom will receive the magazine by Saturday.
The change also echoes the longtime battle cries of magazine publishers trying to adapt to a 24/7 news cycle, and those of advertisers who are running to the Web to market to a digital audience.
The full release:
TIME MOVES DELIVERY DATE TO FRIDAY
Announces Plans to Reformulate Magazine and Website
(New York, August 17, 2006) TIME will shift its on-sale date to Friday as part of a larger plan to reformulate the magazine and TIME.com, effective January 2007, it was announced today by Richard Stengel, TIME Managing Editor and Ed McCarrick, TIME President and Worldwide Publisher.
Affecting all editions of TIME and TIME International, the move from the current Monday on-sale date is a return to the magazineâ€™s original Friday on-sale date established by founding editor Henry Luce in 1923.
Along with this change, TIME is launching a broader effort to redefine the relationship between the reader, the magazine and TIME.com as a continuous 24/7 experience. TIME will announce future changes in coming months.
“As we work to keep TIME as relevant in the 21st century as it was in the 20th, this new plan, starting with the Friday delivery date, will enable us to offer our unparalleled brand of analysis, news and agenda-setting ideas continuously and seamlessly,” says Stengel.
Says John Huey, Editor in Chief, Time Inc.: “TIME is already the most important global print brand. This move paves the way for creating an even more powerful combination of the magazine and its web alter ego.”
TIME’s research shows that pre-weekend delivery will allow readers to spend more time with the magazine. Under the new plan, the magazine will be on newsstands on Fridays and the majority of TIME subscribers will receive the magazines by Saturday.
“The new Friday on-sale date gives advertisers a tremendous opportunity to convey their messages to TIME’s 27 million readers before the weekend, when consumers do the large majority of purchasing,” says McCarrick. “And the fact that we expect readers to spend more time with the magazine and TIME.com is an obvious plus as well.”
Ann Moore, Time Inc. Chairman & CEO adds: “We are creating a more vibrant TIME brand overall that will undoubtedly energize our readers and also attract younger consumers so we’re competing more effectively with all news brands in the print and digital worlds.”