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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.

The article presents advertising rates for various publications in the United States. Magazines included in the list are "Bridal Guide," "Cooking Light," "Details," "Entertainment Weekly," "Essence" and "Family Fun."

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.

Discusses advertising rates of various periodicals in the United States as of December 1990. "Discover"; "Golf Illustrated"; "HomeOwner"; "1,001 Home Ideas."

Presents information on the advertising rates in various magazines in the U.S. as of October 1990.