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Time magazine announced late today that it will implement sweeping changes to the way it sells advertising. Rather than the standard sale of ad pages
by circulation, the newsweekly will offer media buyers either a dramatically reduced rate base of 3.25 million (a drop of 750,000) or an
audience-based model (of 19.5 million readers per issue) that emulates the television selling process. The magazine will be the first publisher ever
to make use of MRI?s new Issue Accumulation Study as a foundation for this new sales approach. Lisa Granatstein has the full report.





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Time Mag: Buy by Audience or by Slashed Rate Base