My mail isn’t all whining like last week’s post — far from it. I publish more of the whines because they’re so …well… entertaining! But Paul in Texas really liked last week’s issue. He wrote:
“Damned fine issue Randy. I found it covered many topics and interests — more than others have. Worth the subscription for this issue alone. I LOVE Jumbo Jokes — even if they are aimed at me because if you cannot laugh at yourself there is something wrong with ya’. Thanks for sharing your time and effort with me and bringing a smile to my face at least once a week (sometimes all week as I remember the issue). PS: What is the cost of a lifetime subscription???”
A High Price to Pay
Well, Paul, the cost of a lifetime subscription is: failure.
A lot of publications have offered really long-term (sometimes lifetime) subs to get some cash in — and that mortgages their future. When the money runs out, and it usually does because they don’t buy an annuity with the cash they got, they find they don’t have the cash flow to stay in business, even though they have a good publication with a good circulation.
I don’t want to fall into that trap, so I’ve always resisted those really-long-term subscriptions. You can come close, though, by signing up for an auto-renewing recurring subscription.
Rather than asking for lifetime subscriptions, I just ask that you renew when the normal time comes, and keep telling your friends so maybe they’ll replace those who can’t (or don’t want to) renew. That keeps the cash flow even, and keeps me in business. True is coming up on 15 years old, and I’d like to run for 15 more. So stick with me, and I’ll stick with you.
(See info on Premium upgrades, including the auto-renewal options.)