Entertainment Weekly, faced with a first-half ad page decline in the 14-to-15 percent area, is not attacking the downturn in the usual manner.
Instead of additional layoffs, the weekly Time Inc. title is planning to go to heavier paper stock.
The first “heavier” issue hits newsstands this Friday with a big blockbuster tied to the ComicCon annual gathering in San Diego.
The cover of the ComicCon Preview double issue is “Batman v. Superman,” featuring Ben Affleck as Batman, Gal Gadot as Wonder Woman and Henry Cavill as Superman.
The film of the same name will be released by Warner Brothers in March 2016.
“We think it will make a big difference for consumers and advertisers,” Karen Kovacs, group publisher of People and Entertainment Weekly, said of the move to heavier paper.
Kovacs recently got a new boss when Rich Battista was appointed as People and EW group president by Time Inc. CEO Joe Ripp.
People had moved to heavier paper stock two years ago.
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