Magazine Facts

Curtis Publishing Co. screwed its courage up this month to ask advertisers to pay for some of the bonus circulation they have been getting free: it announced the first increase in Satevepost ad rates since 1926. In the intervening 16 years circulation has gone up from 2,724,876 to 3,348,875, but the black & white page rate had stayed at $8,000. The new rate ($8,500) will be effective next July 4. Curtis also announced the first increase in 14 years for the Ladies' Home Journal. Last month the Journal announced a new peak circulation of 4,050,000 but advertisers paid less than they paid for 2.500,000 circulation in 1927 ($9,500). The new rate, effective next July, will be upped $700 to $9,200.

> Simultaneously Crowell-Collier announced a $500 rate increase to $7,000 for Collier's, whose circulation has gone up 266,969 since the last boost in April 1938.

> Reader's Digest for December will print the biggest magazine run on record--5,440,000 copies for its, U.S. edition alone (plus 200,000 more for its British edition and 400,000 more in Spanish for Latin America). The U.S. copies will go for: subscriptions, 3,400,000; newsstand, 1,400,000; schools, 640,000. Newsstand sales are running 73% above a year ago.

> Macfadden's True Story, which was the biggest circulation money-maker in the world back in the days when it sold over 2,000,000 copies a month on the newsstands at 25-c-, will take another notch in its belt in February, cut its price to 10-c- a copy in the hope of recovering some of its lost sales. Since 1932 the price has been 15-c-, but for the last year True Story's newsstand sales hit a new average low of 991,866.

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