The Buzz

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THREE'S A TREND and ... well, there aren't three magazines cutting rate base. But two tall trees in that forest fell in recent days. YM announced it would cut its rate base 10% from 2.2 million to 2 million, and Reader's Digest, saying it was through using sweepstakes to generate subscriptions, dropped its own from 11 million to 10 million.

But magazine shutdowns? On April 23, Hachette Filipacchi Media US CEO Jack Kliger told 24 Travel Holiday staffers its upcoming June issue would be its last. Earlier this month, staffers at Hearst Magazines' Victoria and Time4Media's skater-lifestyle title Stance suffered through similar meetings.

Hachette bought Travel Holiday from Reader's Digest Association in March 1996 for about $10 million. An ad base that remained heavily dependent on endemic advertising spelled its doom, said Mr. Kliger. News of the shutdown was first reported on

Meanwhile, Don Logan, who as Chairman of AOL Time Warner's Media & Communications Group oversees the nation's largest magazine company, Time Inc., expressed concerns in a conference call last week that "something of a slowdown" in magazine advertising may lie ahead as war jitters and economic woes continue. In other words: This trend ain't over yet.