The Press: Weeding the Readers

While most national magazines are out after new subscribers, so they can raise their advertising rates, the Farm Journal is earnestly doing just the opposite. The 81-year-old monthly is trying to winnow some 220,000 non-farm readers out of its circulation of 3,533,956 and is already paring its ad rates accordingly. Last week readers without R.F.D. addresses were considering a special query from the magazine: "Do you own, operate, live on, work on a farm, or do business with a farmer?" If the answer was no, the subscriber got the choice of a cash rebate or a subscription to one of 17...

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