March 1995, pg. 122

Publishers' Page

The Good News Is That This Issue...

Has 124 pages. Regular writers were stunned all month long when they called to suggest a topic for their columns and we would say "yes," instead of "sorry, no space." It's the first time in our history we've just sort of let ourselves run on and our first impression is mixed. Because several readers had asked us to write about Sen. Jesse Helms and also about Martin Indyk, we mentioned it to two or three writers. They all wrote one or both into their columns, and now we may have overkill. We also have some unexpected overlaps on U.S. problems with Israel while trying to negotiate a renewed nuclear non-proliferation treaty to replace the one that's expiring, and on how pending war crimes charges against Serb leaders may affect Bosnia negotiations, but those just happened. Pack journalism and some other stuff just happens, too. Anyway...

Traffic Direction's Our Problem...

Not yours. What we'll want from our readers, however, is long-term guidance on how we should be planning to use the extra space. By taking the path of least resistance, we've ended up with a lot more political material in this issue. Perhaps there are other things we should be covering. Or perhaps your need for political information is insatiable.

We Need to Hear From You!

To make it easier, we'll start enclosing an optional suggestion sheet with our annual subscription renewal forms which will be much like the questionnaire we sent readers two years ago when we increased the magazine to 116 pages. But for the many readers who subscribe for two or three years at a time, don't wait to tell us which columns, subjects and areas interest you and which don't. Write now.

So Now for the Bad News?

Nope, there isn't any! Our new circulation director (and former business manager) Sabrina Ousmaal-Moin got a little tougher about prompt renewals last summer and we got some pretty heart-wrenching letters from long-time subscribers who had a hard time coming up with the $19 for an annual renewal. All but a few did, but we really "felt their pain." In fact, we lose very few subscribers. When we do it's usually because they've died or moved without notifying us of their new address. We get so few actual non-renewals that a copy of every one goes to the executive editor to figure out why. We wonder if any other mass circulation magazine in the world can do that. Our understanding is that non-renewal rates for many are about 50 percent. Ours hovers between one and two percent.

So We Scrapped Our Plan...

To increase our basic subscription rate when the increase in postal rates took effect in January. Instead, we'll keep the $19 rate for a bare-bones subscription but finally and formally abolish the $12.50 rate for donated subscriptions to libraries and opinion molders. You'll still find it on some of the inserts at the center of this issue of the magazine. Disregard it. It's there only because our tree-hugging, plate-cleaning, puritanical heritage prevents us from changing those business reply envelopes until our present stock is used up. All-new forms will be in the next issue.

They'll Say Donated Subscriptions...

Whether to libraries, opinion molders or Mom, Dad or Cousin Minnie all are $19. But the good news there is that donors who wish to can claim one book from the list of 11 titles on page 66 (headed "It's Payback Time!") for each gift subscription they fund. And we'll send the book to the donor or to the recipient, as instructed.

It's the Donor's Choice.

If you're not donating, but nevertheless would like one of those 11 books yourself for practically nothing, there's also a way. Instead of sending $19 to renew your own subscription, send $25 and tell us which of the 11 books you want at no extra charge.

As for All the Other Rates...

They're unchanged: A bare bones subscription is $19 for one year, $38 for two years, or $50 for three years. A subscription with one $12.50 book certificate to be applied to anything in the new, four-color AET Book Club catalog is $29 for one year, $45 for two years, and $55 for three years. Look on page 59 for institutional, Canadian and Mexican, and overseas rates. Then when the time comes to subscribe and/or donate, choose what's best suited to you...

And Tell Us!

One Other Thing...

We were intrigued while reading about the forthcoming retirement of neo-conservative editor Norman Podhoretz ("an outspoken champion of the political left who went on to become one of its leading scourges"—NY Times) from the American Jewish Committee's Commentary magazine to discover that our paid circulation is higher than Commentary's. They've been around since 1945, and we've been around since 1982. When Podhoretz took over in 1960 at age 30, Commentary already had 10,000 circulation. When we started from scratch in 1982 with zero paid circulation, the editor and all of the officers of the sponsoring American Educational Trust were over 50 and older than Podhoretz. We're still older than Podhoretz, but now we're Number One! Not bad for a bunch of good old boys and girls who had the good sense to start and finish the course as neither "champions" nor "scourges" of the right or left, just defenders of self-determination, human rights and fair play—not only for our tribe or sect, and not just for a "master race" or "chosen people." We believed what Abraham Lincoln said at Gettysburg about our "new nation, conceived in liberty and dedicated to the proposition that all men are created equal," and put it into practice, world-wide.

A Lot of Folks Seem to Agree!

What we also want to say, however, is that occasionally some well-meaning supporter asks, "When are you going to get that magazine of yours on a paying basis?" Our answer is: like what other journal of opinion?

They all have wealthy owners, angels or institutional backers, so far as we know. The American Jewish Committee paid all of Commentary's deficits until 1990, and then reduced its contribution to cover only Commentary's rent and "overhead." Since then, according to The New York Times, "Mr. Podhoretz has raised several million dollars from seven foundations and about 100 individuals" to "cover operating deficits and provide a small cushion."

So Now We Know Why...

He wants to retire! And now the 317 persons, couples or companies listed in our wrap-up 1994 Angels' list on page 118 of this issue know that they're not alone on some quixotic quest. If people who think our way, and we think they outnumber by many times those who think Podhoretz's way (or both of Podhoretz's ways) will get used to doing what his supporters have been doing, our ship will go right on sailing a straight course high in the water, while his will go right on zigzagging and listing, alternately, to port and starboard.

Take a Look at Our Choir of Angels.

If your name is misspelled or missing although you gave, let Greg Noakes know. We plan to send a token of sentimental, not monetary, value to every 1994 angel. If your name is missing because you didn't give, well, now it's 1995 and we believe in redemption. If you do, too, you can...

Make a Difference, This Month!