Time to come out on Fridays

Maclean's recent decision to change its publication date put it out in front of the wave for current affairs magazines. But not for long. Time has announced that it will be doing the same, according to a story in Folio:

As a first step toward its plan to reformulate its print and online products, TIME magazine has shifted its on-sale date from Monday to Friday, effective January 2007. The change, brings back the magazine's original Friday delivery date established by founding editor Henry Luce in 1923, will affect all editions of TIME and TIME International.

Research done by the magazine shows that pre-weekend delivery will allow readers to spend more time with the magazine. Copies will hit newsstands of Fridays and most subscribers will receive their magazines by Saturday.

The over 5 million circulation magazine recently launched a new intiative to "redefine the relationship between he reader, the magazine, and TIME.com as a continuous 24/7 experience."

The pre-weekend delivery date gives advertisers a new opportunity to get to access consumers before they do a large majority of purchasing, Managing editor, Ed McCarrick says.