Are people going to spend $20 for an issue of Worth? I would suspect not.
The publicity gimmick by Sandow Media Corp., which bought Worth from CurtCo. Media last year, says a mouthful about the precarious state of the print media. First quarter magazine advertising revenue plunged 20 percent as big advertisers such as car companies continued to cut back. That figure from the Publishers Information Bureau is based on published rate cards, which is like a sticker price on a new car. Just like savvy consumers, big advertisers rarely pay full sticker price.