'Us Weekly' slashes rate base

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Us Weekly slashed its rate base by 20% to 800,000 from 1 million, beginning with its July 3 issue. Jann Wenner, chairman of Wenner Media, New York, told Advertising Age that newsstand sell-through for the weekly, launched in March, was below 25%, and that the company would significantly lower its single-copy yearend circulation goals--initially, a reported 700,000--to 300,000. "We are setting in motion a conservative plan," Mr. Wenner said. The company has said it would spend $50 million to relaunch Us as a weekly, but that, too, may change. "I think it will be a little more expensive and take a little longer" to succeed, Mr. Wenner said.

Copyright June 2000, Crain Communications Inc.

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