Every day there's news about magazines shutting down or reducing rate base. Bauer Publishing Group announced today that Life & Style and In Touch are lowering their rate base claims. This means fewer people are buying these titles on the newsstand. Both of these titles receive 90% of their rate base from newsstand sales. Read more at WSJ.com. This is a strong economic indicator. Consumers at the supermarket checkout are more cautious about spending on additional impulse items.

Meanwhile, PC Magazine has shut down (and will go all digital). The last printed issue will be the January 2009 issue. O at Home will stop publishing after the Winter 2008 issue. Cottage Living has shut down. Men's Vogue has reduced its frequency to 2 issues per year. The list goes on and will likely continue to grow.

What's happening and what can be done? Will advertisers stick around in 2009? In a down economy I believe you need to invest in marketing and promotion. Consumers only have so much money these days. The hope is that advertising works and compels consumers to buy your product. Don't run and hide! Advertise!