Bauer Cuts Rate Base for Closer Magazine
It looks like Bauer Publishing's ambitious plans for a new celebrity weekly might have been a bit too ambitious. Just two months after launching Closer, a title aimed at over-40 women, the publisher is slashing its 2014 rate base to 100,000 from its original circulation promise of 150,000.
In keeping with the Bauer model, Closer relies mostly on newsstand sales for revenue. But the rate base can serve the purpose of gaining advertisers' confidence in an as-yet established title.