Because of the State of California receivership, we are in a time of financial crisis right now in Publishing and, as with our personal life in time of financial crises, we need to save money or not spend as much as we normally do.
Our task then is to re-evaluate our goals in publishing and to see if there are any areas where we can become more cost-effective. One of our primary goals is to give the people the gospel message through The Plain Truth, Good News, and other publications. One of the ways in which we are doing this is via our Plain Truth newsstand program. We must at times like this remember that the primary purpose of this program is to get people to send in a card and subscribe to the magazine. By this method we can send a PT every month into their homes through the mail. This is the first vital step of a carefully planned program of further exposure to our message leading to a follow-up series of special mailings of booklets, etc. from the Mail Processing Center's Subscriber Development Program.
Our job in a time of crisis, then, is to increase or at least do the same amount of publishing with less money. We here in Pasadena are working on ways in which we can keep those new PT responses coming in from the public even with a reduced number of PT magazines out on the newsstand racks.
This is where we need your help (both in your prayers and suggestions) on how to do a more cost effective job. Please write or call if your PT newsstand coordinators have any suggestions on two we can improve the existing program as it is now, using the present method of distribution from the printer. You fellows have come up with ideas in the past. We need ideas now. Please start evaluating each of your outlets, not on how many magazines it will take per month, but on its ability to get us new PT subscribers.
—Roger Lippross, Publishing Services