The American version of PRWeek has induced an awkward oxymoron as advertising decline forces it into monthly publication, The New York Times reported Sunday. This week's issue will be the last as a weekly production and the last as a tabloid size magazine. The publication's Web site will also switch to a subscription model.

Regarding the now incongruous title, publishing director Julia Hood said, "We definitely had a debate about that, but the PRWeek brand is very strong and we're very attached to it."

Hood said the title was already unsuitable, given the daily updates of the magazines Web site.

"PRWeek was, to a certain extent, a bit nostalgic long before this change," she told The New York Times. "We might as well have called it PRDaily."

The new monthly print edition will also condense its format from its current tabloid size to that of a regular magazine. The annual subscription price will remain the same at US$198.

PRWeek's online operation will switch to a subscription model. Hood told The New York Times that although the site's traffic continues to grow, "our subscriber base has not, and our subscribers deserve the best content we have.