Paring the big apple: New York magazine increases sub 25% and cuts rate base

New York magazine is increasing its subscription rate by a whopping 25% and reduced its guarnteed circulation rate base by 6% in an effort to offset the recent decline in advertising. The sub price, according to a story in MediaDaily News, will now be $24.97 and publisher Larry Burstein said:

"Our magazine is valuable and worth paying for, and history has shown that our readers feel the same way. By reducing our circulation slightly and lowering our newsstand draw, we'll be able to better target our magazine to the readers who will be most engaged with the product."

The magazine will be trimming public place copies (the magazine has been putting 62,000 copies in waiting rooms and lobbies until now; it will be reduced to 42,000) and reducing newsstand draws. (Some critics of public place copies refer to them as "junk circ", but many circulators believe that it is an important part of the circulation mix -- expanding readership and reach.)