We had to realize that we had inflated the importance of our massive circulation of millions of magazines. Our print order for the March-April issue was for well over 130,000 magazines. In fact, as our paid circulation increases, we are attracting attention from potential advertisers. It is our goal to increase PT circulation to 150,000 in 1997. While we have advertised on the radio and in magazines and newspapers, we feel increasing circulation is done most effectively through direct mail, offering a free trial subscription to the magazine, as well as by personal referrals.
Some potential subscribers are still skeptical.
They immediately think of our past magazine. But once we get a free trial issue in their hands, they see what we're all about. We are understanding that having a large circulation with a free magazine is one thing. But having a paid circulation is quite another. Our circulation of about 130,000 is roughly one-third members of the Worldwide Church of God.