The Torch Bearer - A Look Forward and Back at the Woman's Journal, the Organ of the - Woman's Movement by Agnes E. (Agnes Edna) Ryan
page 32 of 59 (54%)
page 32 of 59 (54%)
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plan seemed unsatisfactory to both the subscriber and the paper. Since
people were at liberty to start a subscription at any time in the year, it was plain that a year's subscription would run out at the same time the following year, and since this was going on twelve months in the year, we began sending out bills each month to those subscribers whose subscriptions were about to expire. That system was in operation from 1910 through 1915. During 1915, it was made possible for us to have enough helpers in the office to make a study of the Circulation Department with a view to seeing where improvements could be made, what leakages could be stopped, and what kind of circulation work was paying. The result was that we decided that along with our efforts to get new subscriptions we must carry on a new kind of work to keep those already obtained on our books. We found that it was not sufficient simply to send the paper to a person for a certain time and then ask her to renew. We found that we needed to study the source of the subscription, the motive for subscribing, and how best to appeal to the subscriber to renew. We found that since we had been keeping the record (1910 through 1915), about 26,000 persons have been on our books and for some reason or other are no longer there. A careful study and a long one showed that those whose papers had been discontinued in that period fell into the following classifications: 1. Those who had died. 2. Unconverted antis. 3. Those who had not paid after we had sent three |
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