It happened again just recently. We got an order for some packs of notecards, and it came on the order form in the magazine, but the form had been photocopied.
Almost every order we get, whether for subscriptions or notecards, comes on a photocopy. It happens so often that there has to be a reason. People don’t want to cut up the magazine. People must want to keep the magazine. As evidence that they’re keeping back issues, we noticed that the latest order form was on a photocopy from the summer issue.
This is why we tell our advertisers not to put coupons in their ads. We’re not a newspaper to be cut up and tossed out. Coupons don’t work in a magazine that people are keeping in one piece.
I’m thrilled to see this. It’s a high compliment and a tribute to our contributors and to our art director, Branimir Zlamalik, who makes our issues look so good that people don’t want to rip them apart.
If they don’t keep the back issues, perhaps they pass them on to others. If they don’t do that, we expect and hope they recycle them. That way, our old issues could become part of the recycled stock that goes into our new issues! That would be true recycling.
What about you? What publications do you keep, and what do you do with the ones you don’t?