I don't know the details, they are a secret, but I believe it cost big bucks, something like a quarter of a million dollars for three years. In other words, the IJA board decided to spend more than the total income from memberships just to produce the magazine. Now, the more frequent and more colorful magazine was supposed to generate new income, from retail sales, from advertising and from new memberships. This has not been happening. There is no retail distribution apart from magic shops, and Stan seems clueless about how to deliver this - the magazine does not have a bar code on the cover, so no distributor or newsstand can carry it.
Advertising is down to about seven pages in the last.
Compare this to, say, Fiend, the yo-yo magazine, which has more than twice that. And membership has not been boosted because of the magazine. Juggle got off to a rocky start, with only four issues rather than the promised six in the first year. Stan proposed extending the subscription so that people would still get six issues. Someone on the board said yes, then thought about the implications, and suddenly the board was backtracking.