LHJ to cut rate base

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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.

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