Time Inc. CEO Joe Ripp has pulled back the curtain on one area where he expects the nation's biggest magazine publisher to spend more money in the coming year: paper People, the company's No. 1 money maker, will return to a heavier grade of paper just in time for the Oscars issue that goes on sale March 7, with a cover date of March 17.
People Publisher Karen Kovacs said "it is a significant investment — in the millions."
One industry source estimated it will cost anywhere from $1 million to $5 million for People to make the shift. It is not changing paper stock, which will remain a matte finish, but is going to a heavier grade or stock of paper.
This year, People posted 3,110.86 ad pages on the year, up about 1 percent from the year- earlier tally of 3,082.13 ad pages, according to Media Industry Newsletter.
It comes at a time when the other big source of revenue for weekly celebrity-oriented magazines — newsstand sales — has been reeling, for People and most other publishers in the category.
The calculus about moving People back to heavier stock now — with newsstand sales slumping and unlikely to recover from its five-year tailspin — is to keep advertisers happy.
"Increasing the paper stock demonstrates the company's commitment to improving the quality of product, which in turn should result in greater consumer and advertising experiences," said Robin Steinberg, executive vice president, director publishing investment and activation at ad-buying agency Mediavest Worldwide, Early this year, Media Ink reported that all the weekly magazines at the company were moved to a razor-thin matte-finish paper known in the industry as 29 lb. groundwood coated supercalendered-plus paper.
Sources said that the company received few complaints from readers over the switch from the heavier stock, but advertisers were not happy about the move, which permitted more "bleed through" and less resolution of ad colors.
Fortune kept its better grade of paper when the switch was made on the weeklies, and the monthlies traditionally printed on heavier-stock glossy paper.
So far, none of the other weeklies at Time Inc. are getting the People upgrade — but you can be sure the results will be closely monitored by the other publishers in-house.
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