For the third time in recent years, Rolling Stone is testing a smaller, glossier version of the iconic, oversized music magazine.
For the test, first reported by The New York Observer, the magazine sent a shrunken-down version of the July 10-24 double issue to subscribers, advertisers and newsstand operators. The test issue, which like the regular newsstand issue features presumed presidential nominee Barack Obama on the cover, includes a letter from founder, editor and publisher Jann Wenner directing recipients to an online survey to provide their reaction.
A spokeswoman for the magazine declined to provide further details of the test, citing the competitive nature of the information.
The test comes at a time when publishers are facing soaring paper costs and declining ad pages; year to date through the July 10-24 issue, Rolling Stone