Also at issue is whether to trim the magazine's high editorial budget and rethink its strategy of making expensive efforts to build circulation.
"As long as we can start to build circulation and there is an indentifiable pattern of growth, our shareholders will support us."
They can easily consume $5 million to $10 million in the first year just building circulation.
In a highly competitive field, Cooking Light has been building circulation primarily through direct mail.
"Well, I've given you a story that will build circulation, Gail."
"If our coupons are to be used to build circulation, we should have an incentive to go back," he said.
It will lower its cover price from $3.95 to $2.95 to build circulation.
In addition, about $50 million would have to be invested to build circulation and advertising to pre-strike levels.
He moved his legs to build circulation.
He has said that he would not again pay for the costly promotional contests that built circulation in the 1980's.
