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Article: Primedia soap mags slice rate bases for '03; 'Digest' and 'Weekly' will shift focus to core audience as sector battles soft circulation.(News)(Soap Opera Digest and Soap Opera Weekly )
- Article from:
- Advertising Age
- Article date:
- December 30, 2002
- Author:
CopyrightCOPYRIGHT 2002 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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Byline: JON FINE
primedia's soap-opera magazines are slashing their rate bases for the new year.
Soap Opera Digest will halve its rate base to 500,000, from 1 million, while Soap Opera Weekly will shrink to 225,000 from 300,000.
Steve Aster, exec VP-consumer marketing for Primedia, said the titles will focus on a hard-core group of enthusiasts, and that the move will greatly reduce subscription-acquisition costs.
As it cuts circulation, Soap Opera Digest will boost frequency from 48 times a year to 52. Mr. Aster said that some savings achieved via the rate-base reductions would be reinvested in editorial.
Both titles have ...