Emmaus, Pennsylvania-based Rodale Friday said it would lower the rate base of Prevention from 3.3 million to 2.8 million—a decrease of 15 percent.
According to newly-appointed senior vice president and publisher Mary Murcko, dropping Prevention’s rate base betters serves its advertisers. “Advertisers today want to know they’re reaching the best of the best when it comes to consumers,” she said. “With that in mind, we’re focusing on quality over quantity in terms of our readership, which we are confident will benefit our marketing partners in the long-run.”
It was not immediately clear from what part of its circ Prevention was cutting. A Rodale spokesperson did not immediately return a request for comment.
Last year, Prevention saw its total paid and verified circ drop slightly, down 1.3 percent, from 2007, according to FAS-FAX figures. Newsstand sales were down considerably (-13.8 percent) to 332,249. By itself, verified circ has remained relatively stable since its December 2007 statement, but the magazine’s partnership deductible circ has tripled, going from just over 100,000 to slightly over 300,000.
Ad pages last year were down 12.4 percent, according to the Publishers Information Bureau.
Traffic to Prevention’s Web site, meanwhile, soared last year with 204 million page views (up 62 percent) and 27 million unique visitors (up 44 percent), the company said.