Ladies Home Journal
said it will lower its rate base by 10% from 5 million to 4.5 million, effective with the February issue. For advertisers the price of a one-time four-color ad page will remain at $117,000. "In essence, the cost per thousand is up 10%, which in this market is a reasonable figure," said Meredith Group Publisher Jerry Kaplan. Elsewhere, the company said the rate base at sister title Better Homes & Gardens
will remain at 7.6 millionm, but ad prices will be boosted 9.8% effective with the January issue.