The Press: For a Premium

When the evening Atlanta Journal published a 104-page, ad-filled Thursday paper last week, it was a hefty surprise to the 250,000 Journal subscribers. The reason: only a month before, the Journal had announced that it was cutting down on advertising because of the newsprint shortage.

The Journal's one-day solution was simple. Unable to buy sufficient newsprint at the contract price of $104 a ton, the Journal and the jointly-owned morning Constitution had cut their advertising 20% (TIME, Oct. 9). But they had also bought up 350 tons of newsprint on the open market at from $175 to $200. This they offered to...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!