New York, US - Some packages such as the curvaceous old Coca-Cola bottle are iconic. So it is with Rolling Stone, whose large format stood out on magazine racks. It won't for much longer.

With the October issue, Rolling Stone, published by Wenner Media, will adopt the standard size used by most magazines.

In an interview, Mr Jann Wenner - founder, publisher and editor behind America's biggest music magazine - was characteristically brash about the change. He said: 'All you're getting from that large size is nostalgia.'