Time Magazine to Move Delivery Date from Monday to Friday
Time magazine announced on Thursday that it will move its delivery date from Monday to Friday beginning next year in an attempt to increase newsstand sales.
The change is among the first major moves by the magazine since Richard Stengel became managing editor in June. “As we work to keep Time as relevant in the 21st century as it was in the 20th, this new plan, starting with the Friday delivery date, will enable us to offer our unparalleled brand of analysis, news and agenda-setting ideas continuously and seamlessly,” says Stengel.
Time’s research has shown that readers would spend more time with the magazine if it were available over the weekend. The magazine, which has seen steady growth in ad pages this year, but a declining circulation, also hopes to lure additional advertisers looking to influence consumers who are beginning their weekend shopping. Time’s sister publication People made the move to publishing on Fridays in 1997.
“The new Friday on-sale date gives advertisers a tremendous opportunity to convey their messages to Time’s 27 million readers before the weekend, when consumers do the large majority of purchasing,” says Ed McCarrick, Time’s president and worldwide publisher. “And the fact that we expect readers to spend more time with the magazine and Time.com is an obvious plus as well.”