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CHICAGO-Advertising Age last week announced a reduction of its editorial staff.

"We obviously don't relish doing this, but the changing nature of the publishing business has made it necessary," said Rance Crain, president of Crain Communications Inc. and Ad Age editor in chief.

"Like many other publishers, we now find it necessary to reduce work force levels in the face of double-digit postage and paper price increases.

"In addition," Mr. Crain said, "investments in communications technology and a new wide-area network editorial system allow us to operate efficiently with a smaller staff and a flatter management structure."

Even with the consolidation, he noted, "we will still have the largest editorial team and the broadest network of correspondents of any publication in our field." The positions of nine editors and reporters were eliminated, a 16% reduction to 46 full-time editorial staffers.

In addition to its weekly issues, Ad Age publishes three monthly supplements: Business Marketing, Creativity and Advertising Age International. It also produces the Advertising Age Daily Fax newsletter and the Advertising Age Daily World Wire, an electronic news service, and has electronic editions on Prodigy and Apple's eWorld online services.

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