Media buyers (namely, MediaVest) want magazine publishers to start issuing per-issue rate base guarantees, rather than bundling the circ for multiple issues for an average.

Not surprisingly, publishers aren’t interested, especially when they’d be penalized for missing their numbers but not rewarded for exceeding ‘em. Men’s Health might be the only title fully on board, but only because it’s in the fortunate position of using chiseled biceps and unruly abs as a distraction. [AdAge]