Newsweek, trying to keep pace with rival Time magazine, announced new advertising rates for 1990 and said it will introduce a new incentive plan for advertisers. The new ad plan from Newsweek, a unit of the Washington Post Co., is the second incentive plan the magazine has offered advertisers in three years. Plans that give advertisers discounts for maintaining or increasing ad spending have become permanent fixtures at the news weeklies and underscore the fierce competition between Newsweek, Time Warner Inc.'s Time magazine, and Mortimer B. Zuckerman's U.S. News & World Report. Alan Spoon, recently named Newsweek president, said Newsweek's ad rates would increase 5 % in January. A full, four-color page in Newsweek will cost $100,980. In mid-October, Time magazine lowered its guaranteed circulation rate base for 1990 while not increasing ad page rates; with a lower circulation base, Time's ad rate will be effectively 7.5 % higher per subscriber; a full page in Time costs about $120,000. U.S. News has yet to announce its 1990 ad rates. Newsweek said it will introduce the Circulation Credit Plan, which awards space credits to advertisers on `` renewal advertising. '' The magazine will reward with `` page bonuses '' advertisers who in 1990 meet or exceed their 1989 spending, as long as they spent $325,000 in 1989 and $340,000 in 1990. Mr. Spoon said the plan is not an attempt to shore up a decline in ad pages in the first nine months of 1989; Newsweek's ad pages totaled 1,620, a drop of 3.2 % from last year, according to Publishers Information Bureau. `` What matters is what advertisers are paying per page, and in that department we are doing fine this fall, '' said Mr. Spoon. Both Newsweek and U.S. News have been gaining circulation in recent years without heavy use of electronic giveaways to subscribers, such as telephones or watches. However, none of the big three weeklies recorded circulation gains recently. According to Audit Bureau of Circulations, Time, the largest newsweekly, had average circulation of 4,393,237, a decrease of 7.3 %. Newsweek's circulation for the first six months of 1989 was 3,288,453, flat from the same period last year. U.S. News' circulation in the same time was 2,303,328, down 2.6 %. TEXT Newsweek , trying to keep pace with rival Time magazine , announced new advertising rates for 1990 and said it will introduce a new incentive plan for advertisers . The new ad plan from Newsweek , a unit of the Washington Post Co. , is the second incentive plan the magazine has offered advertisers in three years . Plans that give advertisers discounts for maintaining or increasing ad spending have become permanent fixtures at the news weeklies and underscore the fierce competition between Newsweek , Time Warner Inc. 's Time magazine , and Mortimer B. Zuckerman 's U.S. News & World Report . Alan Spoon , recently named Newsweek president , said Newsweek 's ad rates would increase 5 % in January . A full , four-color page in Newsweek will cost $ 100,980 . In mid-October , Time magazine lowered its guaranteed circulation rate base for 1990 while not increasing ad page rates ; with a lower circulation base , Time 's ad rate will be effectively 7.5 % higher per subscriber ; a full page in Time costs about $ 120,000 . U.S. News has yet to announce its 1990 ad rates . Newsweek said it will introduce the Circulation Credit Plan , which awards space credits to advertisers on `` renewal advertising . '' The magazine will reward with `` page bonuses '' advertisers who in 1990 meet or exceed their 1989 spending , as long as they spent $ 325,000 in 1989 and $ 340,000 in 1990 . Mr. Spoon said the plan is not an attempt to shore up a decline in ad pages in the first nine months of 1989 ; Newsweek 's ad pages totaled 1,620 , a drop of 3.2 % from last year , according to Publishers Information Bureau . `` What matters is what advertisers are paying per page , and in that department we are doing fine this fall , '' said Mr. Spoon . Both Newsweek and U.S. News have been gaining circulation in recent years without heavy use of electronic giveaways to subscribers , such as telephones or watches . However , none of the big three weeklies recorded circulation gains recently . According to Audit Bureau of Circulations , Time , the largest newsweekly , had average circulation of 4,393,237 , a decrease of 7.3 % . Newsweek 's circulation for the first six months of 1989 was 3,288,453 , flat from the same period last year . U.S. News ' circulation in the same time was 2,303,328 , down 2.6 % . 2 12~14~16~18~20 16~18~20 26~28~30~32~34 34 40 46~48~50~52~54~56 56 61~63~65~67~69~71 71~73~75~77~79~81~83~85~87 81~83~85~87 93~95~97~99 101~103 109 113~115 120 126 128~130~132~134~136~138~140 146~148~150~152~154~156 152~154~156 162~164~166~168~170~172~174~176~178~180~182~184~186~188~190~192~194~196~198~200~202~204~206 170 174~176~178 174~176~178~180~182~184 190~192~194 190~192~194~196~198~200~202~204~206 211~213 221 221~223 229 229~231~233~235 241~243~245~247 247 252~254~256~258~260~262~264 264 270~272 279 283~285 289 289~291~293~295~297 301 309~311~313 319~321~323~325 329 329~331~333~335 343~345~347~349~351 351 355~357~359~361~363 363 367~369~371 376~378 388 388~390~392~394 390 399 403 409~411~413~415 423~425 429 435~437 444~446 456~458 462~464~466~468~470~472~474~476~478~480 468 476 476~478~480 478 490 494~496~498~500 500 504~506~508~510 510 515~517 521~523 527~529~531~533~535~537~539~541~543~545~547~549~551~553~555~557~559~561 539~541~543~545~547 551~553~555~557~559~561 561 565 565~567~569~571 575~577~579~581~583~585~587~589~591~593 591~593 601~603~605 620 636~638 640 648~650 658~660 665~667~669~671~673 667 671~673 681~683~685~687 685~687 691~693~695~697~699~701~703 703 711 715 724~726~728~730~732~734 738~740 751~753~755~757 761~763~765~767~769 775~777~779~781~783~785~787~789~791~793 798 798~800~802~804~806~808~810~812~814~816 806~808~810~812~814~816 816 820 828~830~832~834~836 841~843 841~843~845~847~849~851~853~855 859 865~867 Newsweek|1499,1504,1508,1511,1520,1526,1528,1533,1553,1554,1559,1577,1584,1588,1601 pace with rival Time magazine|1500 Time magazine|1501,1522,1536,1537,1542,1547,1599 new advertising rates for 1990|1502 1990|1503,1539,1552,1562,1570 the Circulation Credit Plan|1505,1507,1510,1555,1572 advertisers|1506,1512,1515,1557,1582 the Washington Post Co.|1509 three years|1513 Plans|1514,1517 discounts for maintaining or increasing ad spending|1516 the news weeklies|1518 the fierce competition between Newsweek, Time Warner Inc.'s Time magazine, and Mortimer B. Zuckerman's U.S. News & World Report|1519 Time Warner Inc.|1521 Mortimer B. Zuckerman|1523 U.S. News & World Report|1524,1589,1607 Alan Spoon|1525,1527,1571,1586 Newsweek's ad rates|1529 5 % in January|1530 January|1531 A full, four-color page in Newsweek|1532 $100,980|1534 mid-October|1535 its guaranteed circulation rate base|1538 Time ad page rates|1540,1543 a lower circulation base|1541 7.5 % higher per subscriber|1544 subscriber|1545,1593 a full page in Time|1546 about $120,000|1548 U.S. News|1549,1550 its 1990 ad rates|1551 space credits|1556 renewal advertising|1558 page bonuses|1560 advertisers who in 1990 meet or exceed their 1989 spending|1561,1563,1566 their 1989 spending|1564 1989|1565,1568,1576,1604 $325,000 in 1989|1567 $340,000 in 1990|1569 not an attempt to shore up a decline in ad pages in the first nine months of 1989|1573 a decline in ad pages|1574 the first nine months of 1989|1575 Newsweek's ad pages|1578 1,620|1579 last year|1580 Publishers Information Bureau|1581 that department|1583 this fall|1585 Both Newsweek and U.S. News|1587 circulation in recent years|1590 recent years|1591 heavy use of electronic giveaways to subscribers|1592 telephones|1594 watches|1595 none of the big three weeklies|1596 circulation gains|1597 Audit Bureau of Circulations|1598 average circulation of 4,393,237|1600 Newsweek's circulation for the first six months of 1989|1602,1605 the first six months of 1989|1603 the same period last year|1606 U.S. News' circulation in the same time|1608,1609 2.6 %|1610 1499|NUC:DIST:2 1500|NUC:DIST:12|MOD:DIST:14~16~18~20 1501|MOD:DESC:16|NUC:DIST:18|MOD:DESC:20 1502|MOD:DIST:26|MOD:DIST:28|NUC:DIST:30|MOD:DIST:32~34 1503|NUC:DIST:34 1504|NUC:DIST:40 1505|MOD:DIST:46|MOD:DESC:48|MOD:DIST:50|NUC:DIST:52|MOD:DIST:54~56 1506|NUC:DIST:56 1507|MOD:DIST:61|MOD:DESC:63|MOD:DIST:65|NUC:DIST:67|MOD:DESC:69~71 1508|NUC:DIST:71|MOD:DESC:75~77~79~81~83~85~87 1509|MOD:DIST:81|NUC:DIST:83~85~87 1510|MOD:DIST:93|MOD:DIST:95|MOD:DIST:97|NUC:DIST:99 1511|MOD:DIST:101|NUC:DIST:103 1512|NUC:DIST:109 1513|MOD:DIST:113|NUC:DIST:115 1514|NUC:DIST:120 1515|NUC:DIST:126 1516|NUC:DIST:128|MOD:DIST:130~132~134~136~138~140 1517|MOD:DESC:146|NUC:DIST:148|MOD:DIST:150~152~154~156 1518|MOD:DIST:152|MOD:DESC:154|NUC:DESC:156 1519|MOD:DIST:162|MOD:DESC:164|NUC:DIST:166|MOD:DIST:168~170~172~174~176~178~180~182~184~186~188~190~192~194~196~198~200~202~204~206 1520|NUC:DIST:170 1521|NUC:DIST:174~176~178 1522|MOD:DESC:174~176~178~180|NUC:DIST:182|MOD:DESC:184 1523|NUC:DIST:190~192~194 1524|MOD:DESC:190~192~194~196|NUC:DIST:198~200~202~204~206 1525|NUC:DIST:211~213 1526|NUC:DIST:221 1527|MOD:DIST:221|NUC:DIST:223 1528|NUC:DIST:229 1529|MOD:DIST:229~231|MOD:DIST:233|NUC:DIST:235 1530|NUC:DIST:241~243|MOD:DIST:245~247 1531|NUC:DIST:247 1532|MOD:DIST:252|MOD:DIST:254|MOD:DIST:258|NUC:DIST:260|MOD:DIST:262~264 1533|NUC:DIST:264 1534|NUC:DIST:270~272 1535|NUC:DIST:279 1536|NUC:DIST:283|MOD:DESC:285 1537|NUC:DIST:289 1538|MOD:DIST:289|MOD:DIST:291|MOD:DIST:293|MOD:DIST:295|NUC:DIST:297 1539|NUC:DIST:301 1540|MOD:DIST:309~311|NUC:DIST:313 1541|MOD:DIST:319|MOD:DIST:321|MOD:DIST:323|NUC:DIST:325 1542|NUC:DIST:329 1543|MOD:DIST:329~331|MOD:DIST:333|NUC:DIST:335 1544|NUC:DIST:343~345|MOD:DIST:347|MOD:DIST:349~351 1545|NUC:DIST:351 1546|MOD:DIST:355|MOD:DESC:357|NUC:DIST:359|MOD:DESC:361~363 1547|NUC:DIST:363 1548|MOD:DIST:367|NUC:DIST:369~371 1549|NUC:DIST:376~378 1550|NUC:DIST:388 1551|MOD:DIST:388|MOD:DIST:390|MOD:DESC:392|NUC:DIST:394 1552|NUC:DIST:390 1553|NUC:DIST:399 1554|NUC:DIST:403 1555|MOD:DIST:409|NUC:DIST:411~413~415 1556|MOD:DIST:423|NUC:DIST:425 1557|NUC:DIST:429 1558|MOD:DIST:435|NUC:DIST:437 1559|MOD:DIST:444|NUC:DIST:446 1560|MOD:DIST:456|NUC:DIST:458 1561|NUC:DIST:462|MOD:DIST:464~466~468~470~472~474~476~478~480 1562|NUC:DIST:468 1563|NUC:DIST:476 1564|MOD:DIST:476|MOD:DIST:478|NUC:DIST:480 1565|NUC:DIST:478 1566|NUC:DIST:490 1567|NUC:DIST:494~496|MOD:DIST:498~500 1568|NUC:DIST:500 1569|NUC:DIST:504~506|MOD:DIST:508~510 1570|NUC:DIST:510 1571|MOD:DIST:515|NUC:DIST:517 1572|MOD:DIST:521|NUC:DIST:523 1573|MOD:DIST:527|MOD:DIST:529|NUC:DIST:531|MOD:DIST:533~535~537~539~541~543~545~547~549~551~553~555~557~559~561 1574|MOD:DIST:539|NUC:DIST:541|MOD:DIST:543~545~547 1575|MOD:DIST:551|MOD:DIST:553|MOD:DIST:555|NUC:DIST:557|MOD:DIST:559~561 1576|NUC:DIST:561 1577|NUC:DIST:565 1578|MOD:DESC:565~567|MOD:DIST:569|NUC:DIST:571 1579|NUC:DIST:575|MOD:DESC:579~581~583~585~587~589~591~593 1580|MOD:DIST:591|NUC:DIST:593 1581|NUC:DIST:601~603~605 1582|NUC:DIST:620 1583|MOD:DIST:636|NUC:DIST:638 1584|NUC:DIST:640 1585|MOD:DIST:648|NUC:DIST:650 1586|MOD:DIST:658|NUC:DIST:660 1587|MOD:DESC:665|NUC:DIST:667~669~671~673 1588|NUC:DIST:667 1589|NUC:DIST:671~673 1590|NUC:DIST:681|MOD:DIST:683~685~687 1591|MOD:DIST:685|NUC:DIST:687 1592|MOD:DIST:691|NUC:DIST:693|MOD:DIST:695~697~699~701~703 1593|NUC:DIST:703 1594|NUC:DIST:711 1595|NUC:DIST:715 1596|NUC:DIST:724|MOD:DIST:726~728~730~732~734 1597|MOD:DIST:738|NUC:DIST:740 1598|NUC:DIST:751~753~755~757 1599|NUC:DIST:761|MOD:DESC:765~767~769 1600|MOD:DIST:775|NUC:DIST:777|MOD:DIST:779~781|MOD:DESC:785~787~789~791~793 1601|NUC:DIST:798 1602|MOD:DIST:798~800|NUC:DIST:802|MOD:DIST:804~806~808~810~812~814~816 1603|MOD:DIST:806|MOD:DIST:808|MOD:DIST:810|NUC:DIST:812|MOD:DIST:814~816 1604|NUC:DIST:816 1605|NUC:DIST:820 1606|MOD:DIST:828|MOD:DIST:830|NUC:DIST:832|MOD:DIST:834~836 1607|NUC:DIST:841~843 1608|MOD:DIST:841~843~845|NUC:DIST:847|MOD:DIST:849~851~853~855 1609|NUC:DIST:859 1610|NUC:DIST:865~867