'U.S. News' tries new approaches to 'focus' future

Kerwin, Ann Marie
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p42
Trade Publication
This article discusses issues that arise from the decision of the U.S. News to lower its rate base, the amount of circulation guaranteed to advertisers in the U.S. Industry observers wondered whether it was an admission of defeat or a smart retrenching to devote resources to creating a more profitable future. Surprisingly, most seemed to view the cut as a necessary business decision that will ultimately work in the weekly's favor. In 1995, Hearst Magazines announced a similar plan across all of its titles, lowering rate bases with out decreasing advertising rates accordingly. At the time, that plan was poorly received by advertisers, and generally seen as a failure. Since then, media directors are not as quick to denounce a rate base cut as they once were. A media executive who did not want to be quoted, agreed the move was not indicative of category trends.


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