Shrinking rate base

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'Playboy,' October 2005

The Numbers: Reduced guaranteed average paid circulations to 3 million from 3.15 million, a 4.7% cut, as the cover price went up to $5.99 from $4.99.

'BusinessWeek,' November 2005

The Numbers: Rate base was reduced to 900,000 from 970,000, a 7.2% cut, after a rule change by the Audit Bureau of Circulations reclassified issues distributed in public places, such as doctors' offices, as "verified" rather than "paid" circulation.
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