Rodale's Prevention Cuts Rate Base

Rodale’s Prevention announced it would cut its rate base 15 percent to 2.8 million, continuing a recent trend by mass-circulation titles to reduce their rate bases as the cost of producing and delivering magazines gets more costly.
 
Mary Murcko, Prevention’s newly appointed senior vp, publisher, announced the move, which takes effect with the July issue. She said the reduction would better serve advertisers by focusing on Prevention’s most loyal readers.
 
Media buyers have applauded the recent rate base reductions by titles including Time, Newsweek and Reader’s Digest, saying publishers should be emphasizing quality, not quantity, circulation.