Women's Group Rates

Ladies' Home Journal and McCall's Magazine announced last week reductions in advertising rates, effective with their October issues, though both magazines are showing increases in circulation. The Journal cut is from $9,500 to $8,500 a page for black & white, McCall's from $8,100 to $7,800. This gives both approximately the same basic rate of $2.90 per page per thousand circulation as Woman's Home Companion and Good Housekeeping. Likely reason for the rate cut: these four women's magazines showed a combined advertising linage gain of less than 3% for the first six months of 1937, as compared with a gain of 10% for all magazines.

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