Earlier this week, Playboy Enterprises founder Hugh Hefner announced via his Twitter feed [1] that the company was reducing the rate base of its flagship magazine in order to “increasingly focus on quality over quantity.”

It turns out that Playboy’s rate base will be slashed [2] by 38 percent, dropping it to 1.5 million from 2.6 million. Also, the January and February issues will be combined.

The reduction, presumably, is part of an overall repositioning [2] of the company that recently-appointed CEO Scott Flanders is preparing before the end of the year. When contacted [3] by FOLIO: sister title Audience Development, a spokesperson declined to comment.

Of the more than 30 big-circ. consumer magazines—including AARP, Reader’s Digest, Maxim and Newsweek—only Playboy fell short [3] of fulfilling its rate base through the first half of the year, delivering a total paid and verified circ. of 2,453,266, according to ABC’s most recent FAS-FAX report.

The magazine may also raise cover/sub prices before the end of the year. In terms of revenue, the magazine saw ad pages fall 30.2 percent through the first nine months, compared to the same period last year, according to PIB figures.

Despite the magazine’s struggles, Flanders told FOLIO: recently that he is “absolutely committed [3]” to keeping Playboy in print.