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.
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