DISTRIBUTION SLOWS, BUT RATES CLIMB

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In 1994, global media experienced one small step for distribution-and one giant leap for ad rates.

Advertising Age International's annual Global Media Survey found that while many global newspapers, weekly and monthly magazines and cable TV networks fortified their distribution, ad rates shot up almost everywhere.

One exception to the trend of generally lackluster distribution of global media was the booming WorldPaper, a monthly newspaper distributed within other publications. The newspaper's worldwide circulation received the strongest boost in the Asia/Pacific region, where distribution nearly tripled in 1994. Worldwide, The WorldPaper nearly doubled its circluation increase, up from 16.4% last year.

Also enjoying a strong year was The Wall Street Journal, which began publishing a Spanish-language Latin American edition in August. The Journal's b&w ad rate hike was on par with its rivals' b&w rates. But no color price comparison can be made since the Journal doesn't publish in color.

Those jumps were seen most dramatically with the International Herald Tribune, whose color rate climbed almost 32% even as circulation slipped.

The circulation of Business Week also stumbled-while its ad rates jumped nearly 10%. And the readership of Europe's Paris Match and The Guardian Weekly continued to freefall, as in last year's survey, but each kept ad rates steady while rival weeklies built their rates by at least 5%. Paris Match hopes to build circulation by expanding into Japan, the Middle East and Latin America; The Guardian said it plans to reach Latin America and South Africa shortly.

Hearst Corp. last year raised b&w and color ad rates a uniform 8% for its five global monthlies-Cosmopolitan, Esquire, Good Housekeeping, Harper's Bazaar and Redbook-despite minimal circulation changes.

Several global cable and satellite networks plan major expansion in 1995, particularly the successful Cartoon Network, which arrived in Asia and expanded in Europe and the U.S. last year, and Discovery Channel, which arrived in 1994 in Canada, Latin America and Asia. Discovery plans to reach India, South Korea, Hong Kong, and additional European markets in 1995 and South Africa in 1996. BBC Worldwide TV is preparing to move into Australia this year; ESPN International, into Australia and India; and CMT: Country Music Television into Latin America.

AAI's criteria for including print media sources in the survey include substantial mass circulation with ad support on at least three continents and worldwide distribution of at least 50,000 for international editions. TV networks must have ad support and must be received on at least three continents as a network.

This criteria excludes titles created and published by different media companies in each market, such as monthlies GQ and Marie Claire. It also excludes cable networks that distribute programming in several regions without operating in these regions as networks, such as the USA Network, which plans to break into Europe this year.

The survey includes most of the world's mass global media but should not be considered all-inclusive.

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