Time’s Person of the Century issue has notched up record ad
revenues of dollars 13 million around the world.
The Atlantic edition, sold on newsstands in the UK, pulled in dollars
It outstripped the previous record of dollars 3.8 million, set by the
December 1998 Visions of Europe issue, by 70 per cent.
The next most popular editions, in order of revenues, were Asia, Canada,
Latin America and South Pacific.
Time said the revenues were based on ratecard values. The magazine is
open to negotiation, particularly for volume deals, but ’not too much’,
according to international ad manager Richard Huggins.
Huggins attributed the success to top-quality journalism combined with a
major promotional drive. ’This is the culmination of a two-year
exercise,’ he pointed out. ’It’s not something we put together at the
Time began its march toward the millennium 18 months ago when it
published the first of its Time 100 series. Each issue named 20
influential figures in the following fields - leaders and
revolutionaries, artists and entertainers, builders and titans,
scientists and thinkers and heroes and icons.
Time’s Atlantic edition has a weekly circulation of more than 660,000
across Europe, the Middle East and Africa.