EW Aims to Get Issues to Subscribers by Friday Weekend Viewing

With entertainment news available on TV and the Web 24/7, Entertainment Weekly is under pressure to get its highly perishable programming content to subscribers in time to plan their weekend viewing, or it risks irrelevancy.

To preserve that relevance, the Time Inc. weekly is tweaking its delivery schedule to get copies to its 1.7 million subs earlier. Starting with the April 9 issue, 97 percent of subscribers will get delivery by Friday, up from 89 percent now. Newsstand copies (less than 3 percent of circulation) for the most part will still go on sale Thursday and Friday.