Business-to-consumer magazine behemoth Meredith Corp. is lowering its expected-sales figures on Ladies’ Home Journal and Traditional Home, according to AdAge.
For Ladies’ Home Journal Meredith is lowering its rate base — the number of issues it guarantees to advertisers that it can sell — to 3.2 million from 3.8 million, a 16% drop. For Traditional Home, the company is cutting its circulation forecasts to 850,000 from 950,000, down 11%.
For decades publishers chased huge circulations — offering subscribers dirt cheap prices and paying heavy costs for direct marketing, paper, printing and distribution costs — because advertising more than paid the bills. But costs have risen while competition from new media has made the fight for advertisers more difficult.