Rolling Stone has always been a big magazine, literally and figuratively. These days, it has more readers than ever, but single-copy purchases dropped significantly last year. The magazine is reacting by going smaller, forgoing its classic oversized packaging to a standard format that will allow it to fit on any magazine shelf. The move also hopes to attract advertisers. The first issue to “shrink” will roll out in October.

Along with switching sizes, the magazine will also be printing more pages and using higher quality paper.