MAGS RELISH A RIDE INSIDE PAPER

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If the pressure for publishers to keep up circulation wasn't clear before, consider the settlement with 23 state attorneys general that Time Inc. announced March 21. For $4.5 million, to cover the states' investigative costs, and another pool in the millions of dollars to make things right with consumers, Time Inc. put to bed allegations it had regularly sent readers magazines they didn't want-but still charged them for. One way to avoid such a disaster: Hitch a ride with your newsprint colleagues.

A few young magazines have adopted the unusual tactic of attaching themselves to newspapers that already have established circulations. When Time Inc. went ahead with yet another relaunch of Life, it decided to distribute the magazine every Friday within newspapers around the country-a first for the U.S.' biggest magazine publisher. Publishing Group of America, which in 2000 started American Profile as a magazine distributed inside newspapers, last February debuted a second newspaper ride-along called Relish.

American Profile already has an audited circulation of 7.2 million, according to BPA Worldwide, and is now getting its own ride-along. In March, Meredith Corp. said it would launch quarterly Go! Travel Ideas inside American Profile. That means Go! will have a debut issue, out April 2, with a distribution in the millions. While "paid circulation" remains the gold standard of magazine measurement, the mass distribution through newspapers does attract advertisers. American Profile grew ad pages by 5.8% in 2005, according to Publishers Information Bureau.
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