30 sounds pretty high for shipping, but they're a big magazine that for a while was also pretty heavy.
They have to ship priority, as anything with ads can't be sent media mail (with a couple exceptions like books with a page advertising other books)
A friend sent a magazine from the 1890's by media, and it was sent back to him for more postage. When he pointed out that any ads were well over 100 years old and that nearly all the companies were out of business long ago they said it didn't matter, ads are ads...
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