People who bought the November issue of 64 magazine received something unprecedented in return: more change.

In an aggressive move to attract more buyers, 64, a Richmond-based nonprofit magazine supporting arts and culture in Virginia, has sharply dropped its cover price.

Ever since 64 hit newsstands in January 2000, its price has been $4.95 (with $1 off at Ukrop’s using your valued customer card). But starting with the latest issue, that price is just $2.95. A year’s subscription has fallen from $29.95 to $19.95. No mention was made to readers of the decision.

So what’s behind the price slash? “We are responding to what is, in the magazine industry, a phenomenon,” says Lorna Wyckoff, editor and publisher of 64. (Wyckoff started Style Weekly in 1982. It is now owned by Landmark Communications.) Wyckoff cites the onslaught of magazines that hit consumers in the ’90s and “every cheerleader and soccer player selling subscriptions” creating a saturated market.

Indeed, the Wall Street Journal reported recently that many magazines — especially expensive ones — are rolling back prices to bolster declining sales.

Wyckoff says she hopes the lower price will help put 64 in the hands of many more readers who might view the price “more like a regular magazine than an arts magazine.”