Athlon Slashes Parade Magazine Rate Base, Ad Costs
It’s always fascinating to be afforded a precise look at the ad rates charged by major monthly and weekly print magazines.
Case in point – Parade. Outgoing NYT advertising columnist Stuart Elliott got the advance tip about a series of new measures announced today by Athlon Media Group. These changes include the following adjustments:
Reducing the rate base — the circulation of Parade guaranteed to advertisers — to 22 million from 32 million through measures like concentrating distribution in larger, urban markets.
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