Details to up rate base

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Details magazine will raise its rate base from 425,000 to 450,000 with its January/February 2009 issue.

The men's fashion glossy reported a total circulation of 458,536 for the first half of 2008 — a 7.8% bonus over its current rate base. More than two-thirds of it's readers are men, and the magazine boasts a median age of 34 and median household income of $81,307. The magazine will continue to focus on its core readers.

“It's a really strong focused category,” explained Meredith Goldblatt, director of PR for Details. “Our guy averages about 34 years old and is a big spender, and that really appeals to our advertisers. That base is already there, so we're not trying to recreate it or go after broader category.”

Details' growth contrasts with the plight of many of today's magazines. Men's Vogue and Portfolio, its sister publications at Condé Nast, for example, have both reduced frequency and cut staff in recent weeks.

The plan for Details appears to be to stay the course for now. Its holiday block party in Manhattan's Meatpacking district is coming back for a second year, but no other big promotional blitzes are planned.

Since 2003, Details' total paid and verified circulation has grown from 415,778 to 458,536, with average subscription price holding around $11-$12.


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