New York—In a reflection of the furious competition for readers, Time will shift its on-sale date to Friday from Monday starting in January 2007. Under the plan, the magazine will be on newsstands on Friday and the majority of Time subscribers will receive the publication on Saturday. With its new on-sale date, Time will be able to compete head-on for advertising dollars with BusinessWeek, which is distributed to subscribers on Friday and hits newsstands on Saturday. Time’s chief rival, Newsweek, is distributed on Monday. The change, part of a larger plan to reconfigure the weekly magazine and Time.com, is a return to the magazine’s original Friday on-sale date established by founding editor Henry Luce in 1923 and maintained for 32 years.