Why 'Time' will now hit your mailbox on Friday (Hint: Going shopping?); Publisher shifts schedule to win advertisers aiming for weekenders at the mall.(News)

Advertising Age, August, 2006

Byline: NAT IVES

"Time is launching a broader effort to redefine the relationship between the reader, the magazine and Time.com as a continuous 24/7 experience'' was the high-minded statement from Managing Editor Richard Stengel. Media buyers heard a simpler message: Friday delivery equals more readers in shopping mode.

Of course, it's true: Time's publishing schedule switch is in part about the disintegration of the news cycle and the magazine's savvy management, including content maestro Mr. Stengel, trying to maintain its relevance in the 21st century. More than that, however, it is a simple ad-boosting strategy, the same sort of catch-`em-when-they-shop strategy that has increased revenue at The Wall Street Journal and has made web and...

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