Financial World trims

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Financial World, which was recently sold to an investment group led by brothers Barry and Steve Rupp, said it is chopping the frequency of the 93-year-old business magazine to 18 times a year from 24. The new owners said the decision was based on rising postage and paper costs. Corporate Finance will continue to be published quarterly. The company said it is also launching two newsletters, Sports Value and Brand Value. Previous owner American Financial Group, headed by CEO Carl Linder, had pumped about $40 million into the magazine since taking over majority ownership in 1988, industry executives said. Barry Rupp, who replaces Mark Meagher as chairman of Financial World Publications, had been chairman and CEO of Entrepreneur from 1986 to 1989. Through September, the magazine's ad pages had dropped 9.6% to 727.6. The magazine's rate base is 500,000.

Odyssey Research, San Francisco, and CompuServe, Columbus, Ohio, said their survey of home online use among 1,200 people over 16 indicates that 41% of at-home online users are women; 60% of at-home users are over 35, with a median age of 39, rather than an often-perceived younger demographic; and consumers see use blooming among "people like me" (76%) and those who want to be "successful" (90%). A plus for the online market: among those planning to subscribe to online services, 67% expect to do so by the end of 1997. The research was done for CompuServe's upcoming basic online service, code-named Project Wow.

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