The New York Times reports that some packages like the curvaceous old Coke bottle become so iconic that they are recognizable at 30 paces. So it is with Rolling Stone, whose large format has stood out on magazine racks for more than three decades. It won't for much longer, however. With the Oct. 30 issue, which will go on sale Oct. 17, Rolling Stone, published by Wenner Media, will adopt the standard size used by all but a few magazines. It's a bid to raise newsstand sales. Magazine racks at bookstores, newsstands and checkout counters tend to be made for the standard dimensions, and if Rolling Stone is there, it is often on a high or low shelf, out of eye level, or even on its side or folded over.