American Media's National Enquirer and The Star plan major reductions in their rate bases in 1997, the second year in a row the titles have made cuts. The Enquirer will drop its rate base 7.4% to 2.5 million; The Star will drop its rate base 8% to 2.3 million. The magazines will also eliminate the 2% cash discount for ads effective Jan. 1. In the six month period ended June 30, 1996, the Audit Bureau of Circulations reported, The Star's circulation was off 9.4% to 2.27 million--at a time when it was guaranteeing a rate base of 2.5 million. The National Enquirer's circulation fell 2.3% to 2.61 million, at a time when it was promising to deliver a 2.7 million rate base.
Copyright December 1996, Crain Communications Inc.