I had noticed that magazine subscriptions were getting cheaper. The annoying cards that always fall out and those inserts that come in the plastic mailers were listing $12 subscriptions to some pretty hoity-toity mags, like Gourmet. I figured it was a sign of the booming economy (it is booming, isn’t it? Even though the stock market keeps bouncing around?) According to a USA Today article (via MediaNews), publishers are trying to boost circulation and ad revenue. Next year’s postal rate increase is one reason for their need to maintain a healthy cashflow. But lower rates can result in less-affluent and less dedicated readers, so advertisers keep an eye on the demographics. Sounds like a careful balancing act. I haven’t jumped at any of the cheap rates. I don’t have time to read what I’m getting already.