What is media buyers biggest concern about magazine circulation generally right now?
With magazines I think the issue is that every magazine is going to have to look at its circulation, what it costs to maintain that circulation, and decide whether or not they have to cut circulation to help their bottom lines. I think you’ve already started to see that; Vibe did it, Newsweek is doing it, I can’t tell you all of them but it’s starting. I think it’s going to be the rolling stone effect, that it’s going to build and build and build and as we get further into the year it will be more commonplace. But that’s not a bad thing. I think they have to bite the bullet and do it.
