Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Time, Yes, But What About Life?

Posted by: Jon Fine on August 17, 2006

Time Magazine to change its publishing schedule to hit newsstands on Fridays starting next year.

Sounds familiar to BusinessWeek, at least; we come out on Friday too. There’s just one thing. In the company release, Time President and Worldwide Publisher Ed McCarrick offers this as one reason for the switch:

“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.”

Correct me if I’m wrong, but isn’t this more or less the exact same rationale Time Inc. had for re-resuscitating Life magazine in 2004 as a Friday newspaper supplement?

(Answer: Yes. From a December 2004 piece by Matt Flamm in Crain’s New York Business:

“One of the most compelling aspects to advertisers is you’re reaching people on a Friday, when they’re open to being influenced,” says Life President Andrew Blau. “By Sunday, you’ve missed out on a good 36 hours of the weekend.” )

Life has racked up an underwhelming ad performance since it began its third life. (Last pun, I promise.) Time Inc. execs readily admitted early ad projections would go unmet in the early months of its re-relaunch. As of late 2004, according to the Flamm piece:

Life expect[ed] to carry 500 pages of advertising in 2005, which would require a roughly 40% increase over its weekly average of seven pages.

Life’s actual year-end ad page total for 2005: 375.1.

Life’s ad page totals for the first half of ‘06: 204.5—which strongly suggests they won’t get to 500 ad pages in ‘06 either.

And next year there will be more competition—from its only other corporate sibling that can boast a name that carries as much institutional weight as Life itself.

Reader Comments


August 17, 2006 7:47 PM

All this talk of which pub date a magazine should carry may be pointless someday in the not too distant future. After all, more and more people are getting their news and information online.

Post a comment



The media world continues to shapeshift as new forms arise and old assumptions erode. On this blog, Bloomberg Businessweek will provide sharp analysis and timely reports on the transformation of this constantly changing terrain.



BW Mall - Sponsored Links

Buy a link now!