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The oversized Rolling Stone is now shrinking, a move towards standardization destined to surprise some readers. Instead of its signature, big pages, the magazine is now assuming smaller, rack-friendly size, effective mid-October.
That could translate into better one-off purchases, a sagging area for the magazine. Instead of being slotted into out-of-reach locations at retailers, Rolling Stone aims to gain stronger visibility, greater impulse purchasing, and better acceptance among advertisers. "The consumer we want to reach watches 'Lost' on a big TV screen, on a computer screen and on an iPhone," Gary Armstrong, chief marketing officer for Wenner Media, recently told the New York Times. "They're agnostic on format."
Wenner Media pointed to strong circulation figures, though the move undoubtedly raises issues related to broader, print media declines. Wenner is a privately-owned company, and circulation numbers are difficult to verify. But the move is also easily viewed as a defensive one, especially given the multi-decade, successful run of the oversized version.
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