Time magazine is a title you know plenty about, but never read. It's okay, we won't tell John Huey that you don't have time to flip through its flimsy pages. As it turns out, you're not the only one: Time is about to cut its rate base – the paid circulation number guaranteed to advertisers – by 750,000 readers to a "mere" 3.25 million. Or – since Time is just shocking the newsweekly niche already with its Friday publication date – the mag will also offer advertisers an "audience-based model" of 19.5 million readers. What the hell kind of forumla is that? It's based on the model that TV networks use to sell ads. Something about the total reach of the magazine. And that's not all the changes being ordered from the top: The newsweekly is also raising its cover price to $4.95, ensuring there's not a chance in hell you're going to risk getting newsprint on your white Thomas Pink button down.