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In recognition of the shift online, Martha Stewart Living last October struck a 10-year licensing deal with Meredith Corp to take over ad sales, circulation and production of Martha Stewart Living and Martha Stewart Wedding magazines.
That lasted two years until Mr. Heiskell, then 24, switched from the editorial department to publishing, no longer dealing with stories and photographers but with advertising sales, circulation, promoting, printing and finance.
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Including digital sales, its circulation rose to 15,830.
Worst hit was publishing, with a 21percentt decline caused by lower ad sales and circulation.
No one notices - save their families, perhaps - when ad sales and circulation get the chop.
Those bad headlines have already taken a toll -- advertising sales and circulation for the flagship magazine, Martha Stewart Living, are down.
Mr. Logan said that the magazine's newsstand sales and circulation had dropped to 1.5 million from 1.8 million in 1991, according to the Audit Bureau of Circulations.
Ms Johnson was made editor last year with a brief to halt declining sales, double circulation and raise its profile, which she says she has done.
Yet, looking at the overall market, there are still more than 40,000 more bulk sales in circulation now than a year ago, showing that it is going to take some time before this channel is truly "cleansed".
Ad sales boomed, circulation soared (the White House had a half-dozen subscriptions).
Poor ad sales and circulation declines, along with investment and currency losses, resulted in $552 million in losses in the past two years.
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