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ENTERTAINMENT WEEKLY NAMED MAGAZINE OF THE YEAR BY ADVERTISING AGE

 ENTERTAINMENT WEEKLY NAMED MAGAZINE OF THE YEAR BY ADVERTISING AGE
 NEW YORK, March 9 /PRNewswire/ -- Entertainment Weekly has been named the Magazine of the Year for 1991 by Advertising Age, the leading weekly marketing publication.
 Advertising Age says it chose Entertainment Weekly because it is a "turnaround story extraordinaire."
 When Entertainment Weekly was launched in February 1990, readers and advertisers criticized the magazine for its cluttered design and focus on little-known entertainment personalities and products. Circulation, at 450,000, fell short of the 600,000 guaranteed to advertisers.
 Time Inc. Magazine Co. officials almost killed the mass market weekly just weeks after the launch but, instead, decided to redesign, reformat, and revive it.
 Entertainment Weekly Managing Editor James Seymore directed the overhaul. The magazine began covering well known celebrities such as Tom Cruise. Reviews were de-emphasized in favor of longer features and personalities were made as important as products. Entertainment Weekly's logo was revised and its cover sidebar eliminated to allow a large single cover image. Inside, columns were widened and more photos added.
 The book became a chronicle of popular arts and a guide for consumers intimidated by a dizzying array of entertainment choices.
 The changes are paying off.
 Circulation has risen rapidly. Total circulation for the second half of last year was 743,000 according to Audit Bureau of Circulations, a gain of 60.8 percent over the same period in 1990.
 Despite the recession's impact on most mass market weeklies, Entertainment Weekly made strong ad page strides last year. It had 1,056 ad pages, according to Publishers Information Bureau, a 16.6 percent gain over 1990 figures. Its 51 ad pages in January, a dismal month for many magazines, marked a 21.6 percent increase over January 1991.
 Reginald K. Brack Jr., chairman, president and CEO of Time Inc. Magazine Co. says Entertainment Weekly's slow start put it one year behind schedule and that profitability should come by 1994 or 1995.
 Although Entertainment Weekly is a long way from profitability, most industry executives agree that it will probably survive, becoming the first successful mass-marketing weekly since Time Inc. launched People in 1974.
 Discussing Entertainment Weekly's potential, Publisher Michael Klingensmith says the plan is to increase circulation by about 200,000 copies per year until it reaches between 1.5 million and 2 million copies. Ad pages should settle in at between 1,500 and 2,000 pages a year, he says.
 Advertising Age cited five other titles that were able to rise above a
terrible year for the magazine industry. Along with Entertainment


Weekly, these make up Advertising Age's selection of The Best Magazines of 1991: Outside, Country America, Parenting, U.S. News & World Report and Cooking Light.
 -0- 3/9/92
 /CONTACT: Meryl Suben of Advertising Age, 212-210-0716/ CO: Advertising Age; Entertainment Weekly ST: New York IN: ENT SU:


SM-OS -- NY036 -- 6363 03/09/92 11:20 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 9, 1992
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