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Article: Worried Wenner goes to Plan B as `US' struggles.(Brief Article)(Statistical Data Included)
- Article from:
- Advertising Age
- Article date:
- July 3, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Jann Wenner's big bet on US Weekly is proving to be more of a long shot than he expected.
Last week, the Wenner Media chairman announced he will slash the guaranteed circulation (or the rate base) to advertisers of the underperforming US Weekly by 20%, to 800,000, as of July 3 issue. And that's just the start of it.
RE-EVALUATE CIRC GOALS
Wenner executives plan to substantially re-evaluate its single-copy circulation goals so that average sales by yearend settle at 300,000. Current single-copy levels are about 380,000, Mr. Wenner said. At its mid-March launch, the title set a single-copy target of 700,000.
"We are setting in motion a ...