It may be unfair to start calling it Rolling Pebble, but there's no denying that Rolling Stone magazine will be getting smaller. Saying “all you’re getting from that large size is nostalgia,” Rolling Stone founder, publisher and editor Jann Wenner told The New York Times that the iconic music and culture publication will drop its distinctive large format for the standard size format used by most magazines. The new smaller Rolling Stone will hit the newsstands on October 17. Wenner told the Times that the magazine, which has a paid U.S. circulation of 1.4 million, might actually benefit from the smaller size. The standard format could lead to better placement at the newsstand, thereby boosting single-copy sales, Wenner said. “The consumer we want to reach watches ‘Lost’ on a big TV screen, on a computer screen and on an iPhone,” Wenner told the Times. “They’re agnostic on format.”
