Source Media Ups Circ on Some Titles, But Maintains Rate Bases
EVP: ‘This is about providing more value for advertisers in a difficult time."
At a time when so many publishers are reducing folios, cutting trim size and scaling back on paper stocks to reduce costs, New York-based Source Media has decided to increase the circulations of Traders Magazine and Securities Industry News.
Circulation at Traders Magazine will more than double from 7,100 to 15,000. Securities Industry News will nearly triple its circ. from 3,500 to 10,000. But the magazines’ rate bases will remain the same, the company said.
“Traders Magazine continues to have a unique spot in the minds of the institutional trading community and subscription demand has exceeded our business plan logic for a few years,” group publisher Ken Heath told FOLIO:. “I felt that with our dominant market share, increasing demand for the magazine and online offering that this was the opportune time to execute a strategy that would cement our place as the number one publication in this space today and in the future.”
As part of the circulation announcement, Source said it will relaunch Securities Industry News with the March 2 issue.
“This isn’t about increasing circulation to increase ad rates,” Robert Whitaker, executive vice president of Source’s business technologies and securities division, said in a statement. “This is about providing more value for advertisers in a very difficult time, and editorially increasing our reach to better serve the trading community.”