POSTAL INCREASES — PUBLISHERS TAKING A HIKE

Adenau will also be planning for a boost. “I’ll have no choice but to plug in a few more percentage points when it comes to postal costs next year,” she says. “But I’m also going to be ready for other possibilities. One would be manipulating the postal license. I’d ask myself whether the paper and cover stock can be downgraded without sending away readership. Also, you have to look at reducing copies on the comp list and for the audience that doesn’t need to have the [printed] magazine. You need to look for alternative ways to keep advertisers and also check out verified distribution, looking at the public place alternative.”