Dear Reader,

Not so long ago, we wrote a story about somebody (and no, I’m not going to say who because there are a lot of “somebodies” out there just like them). Anyway, this story was a BIG story. A 12-page, thoroughly researched, factually accurate, expertly written, Atlantic Journalism Award-winning article.

It was what I call “regular content”.

In our world, that means it has journalistic value. It’s the type of story that dares tackle a topical issue. It grabs reader interest from the opening line and holds it to the very last dot of punctuation. It’s the type of coverage you can’t buy—unless you purchase a print or digital subscription.

Circling back to the 12-page story—which we wrote and published in 37,000 copies distributed across Atlantic Canada, throughout the country and even internationally—the subject of said story absolutely loved it. They were thrilled! They wanted to share it with their board members and colleagues. They wanted copies for their family and friends. They wanted… a case of magazines. What they didn’t want was to pay for it. Actually, they were shocked I even suggested it.

Before I was co-owner of this business, I used to get very uncomfortable talking about money. Not anymore.

So, I put it to them bluntly: I told them that their 12-page article cost us roughly $20,000 to produce, print and distribute. That’s not a full issue: that’s for one story. We have writers, printers and shippers to pay, plus rent and insurance and utilities and employee salaries. It’s expensive.

When we sell single copies of our magazines online for $7.95 each plus tax, almost two-thirds of that covers the cost of shipping. Yes, you read that right: one magazine costs almost $5 to put in the mail (thank you soooo much, Canada Post).

Of course, the shipping gets more affordable if you’re a year-long subscriber. That’s why you can sign up for all six issues for just $29.95 plus tax (a 40% savings, in case you were wondering). And the digital subscriptions are cheaper again.

Anyway, this person could have had their 50 magazines for roughly $460. I didn’t think that was too much to ask. They disagreed.

It’s not the first time that’s happened. People obviously want our magazine (why else would they ask for it?), but balk at buying either a copy or a subscription.

Why is that? Really, I want to know.
 

Dawn Chafe Executive editor & co-owner dchafe@atlanticbusinessmagazine.ca P.S. just wanted to let you know that we do have free, not-paywalled journalistic content online. These web exclusives are intended to give you a taste of what you’re missing if you aren’t a subscriber. Like this captivating article by Stephen Kimber, about a world-renowned but little-known-locally restorer of vintage travel trailers, hidden away in rural Nova Scotia.