FC will keep rate base

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Family Circle will not change its rate base next year, in reaction to the move last week by rival Woman's Day to lower its rate base next February, according to Andreas Wiele, senior VP-general manager of FC and McCall's at Gruner & Jahr USA Publishing. FC's rate base is currently at 5 million. "If we do anything, we will raise the rate base--but that probably would not happen until 1998," said Mr. Wiele. He said the company is experimenting with a higher cover price for FC on a very limited basis. Currently it charges $1.29 for a single copy, the same as the WD price. But WD is going up to $1.49 in conjunction with its lower rate base next year.

Copyright November 1996, Crain Communications Inc.

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