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Athlon Slashes Parade Magazine Rate Base, Ad Costs

It’s always fascinating to be afforded a precise look at the ad rates charged by major monthly and weekly print magazines.

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Case in point - Parade. Outgoing NYT advertising columnist Stuart Elliott got the advance tip about a series of new measures announced today by Athlon Media Group. These changes include the following adjustments:

Reducing the rate base — the circulation of Parade guaranteed to advertisers — to 22 million from 32 million through measures like concentrating distribution in larger, urban markets. Ad rates for Parade, costly for print media, are also being reduced; for instance, a common type of ad known as a one-time, four-color page will fall to $667,165 from $924,209.

As Elliott notes, the planned December 28 closing of USA TODAY‘s USA Weekend magazine leaves Athlon as the king of this media hill with five total publications. Athlon purchased Parade just a few months ago.

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