Ebb Tide

Three years after TIME Inc. started Tide in 1927 as a free, adless magazine to give admen news and views about their own business and about TIME, the magazine was sold. The buyer was Young & Rubicam President Raymond Rubicam, who changed it into a trade weekly which went after paid circulation and advertising in earnest. Gradually he turned Tide over to its employees, who sold some of their shares to Manhattan's Modern Industry magazine two years ago. But the competition from robust Printers' Ink (circ. 23,793) and Advertising Age (circ. 24,201) was tough to buck. Four months ago, its owners switched it from weekly to fortnightly to keep costs down. Last week they sold Tide (circ. 14,000) to Billboard, a trade weekly of show business, which hopes to supply enough capital to turn the profit tide for Tide.

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