Magazines: Plan for the Post

Subscribers to the Saturday Evening Post are in for a surprise. The magazine lost $3.5 million last year, and there has been genuine concern that it might soon be forced to close down. Last week the Curtis Publishing Co.'s new president, Martin S. Ackerman, 36, acted to cut operating expenses sharply—and keep the Post alive. He will, he announced, shrink circulation from its present 6,800,000 to 3,000,000 or less, mostly by the simple act of canceling subscriptions. Readers dropped from the mailing list will be offered their choice of switching to other Curtis publications, accepting their money back, or,...