Ladies' Home Journal and McCall's Magazine announced last week reductions in advertising rates, effective with their October issues, though both magazines are showing increases in circulation. The Journal cut is from $9,500 to $8,500 a page for black & white, McCall's from $8,100 to $7,800. This gives both approximately the same basic rate of $2.90 per page per thousand circulation as Woman's Home Companion and Good Housekeeping. Likely reason for the rate cut: these four women's magazines showed a combined advertising linage gain of less than 3% for the first six months of...
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