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Shape Shifters: Going Up or Down a Size

Does Size Matter? Four Magazines Are About to Find Out if New Formats Will Change Their Fortunes

By Published on .

Shape-shifting magazines
NEW YORK (AdAge.com) -- In a tough year and surrounded by fast-growing digital media, magazines are using their physical attributes more than ever to grab advertisers and readers. You may get sports scores on your cellphone, but you still can't get oversize photo spreads of Michael Phelps mid-butterfly stroke. You might love your personalized home page, but you're never going to display it on your coffee table. That's why titles including Interview, Sporting News and Forbes Life and Rolling Stone have all recently undergone a "right sizing." We asked each publisher why their new look works for their particular audience.
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