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Reports on the increase in magazine-advertising rate discounts in the wake of a soft economy. Increase in the average rate card discount to 30.8 percent; Flexibility seen in the number of pages required in order for media buyers to get a discount; Categories showing sharper increases in discount rates, including mass-circulation magazines; Special-interest magazines offering media buyers the lowest discounts; View by most media buyers that basic rate cards are set artificially high.

This article reports that First for Women will lower its rate base by 40% to mark its third anniversary in March 1992. It will be the third drop in two years. In a move to build credibility with advertisers, the women's service title made a number of moves including the announcement its color page rate would be cut by 31.8%. The title also unveiled an advertising sales program that guarantees specific circulation goals will be met for advertisers that buy space in at least three issues. And it announced a plan to increase frequency from 14 times yearly to 16 times in 1992 and every other weekly in 1993.