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Finally, a silver lining to the declining economy! This month you won't need to put in extra time at the gym in order to be fit enough to carry the fall issues of Vogue and W home from the newsstand (nor will it take 20 minutes of flicking until you reach any actual content): ad pages in both mags (as well as other fashion and beauty titles) are way down, reports the WSJ today, as advertisers, especially mid-tier brands, scale back. (Anna Wintour won't be hanging up her Chanel couture just yet, however: The September Vogue still has 674 pages of ads.) Similar shrinkage will soon take place at Rolling Stone, news that actually may be welcome to the mag's core readership of aging rock fans, since they probably have difficulty raising their arms anyway. Founder and publisher Jann Wenner has decided to shave a few inches off the mag's size, although he's quick to point out that the mag is going to spend more on production, with glossier paper and a flat, glued spine instead of staples, in the hopes of attracting new advertisers and younger readers. What, slapping the Jonas Brothers on the cover to appeal to ten-year-old girls wasn't enough?