According to the story, e5 Global Media CEO Richard Beckman plans to increase the print magazine's circulation from 47,000 to 60,000 with the ultimate goal of quadrupling that figure. THR also plans to increase its newsstand price to $5.99 from $2.99, although the yearly subscription cost will fall to $249 from about $300, according to the Times.
THR plans to boost revenue by attracting more consumer-oriented advertisers. In 2009, THR's print advertising page plunged by 25% according to figures from IMS: The Auditor.
Executives from Variety, declined to comment for this story. That publication, however, has, in the past, had difficulty in attracting consumer advertising dollars to its website and recently put much of its digital content behind a pay wall.