The circulation reductions will accomplish two things, according to company executives. First, they will better focus the magazines on their key demographics: 18- to 35-year-olds for Skiing, and Baby Boomers for Ski. Second, they reduce the amount of each magazine's circulation that is classified as "verified," as opposed to paid. The circulations of the two magazines in 2007 were as much as 56 percent verified; under the new rate bases, Skiing's verified circulation falls to 25 percent, and Ski's to 22 percent. \