One of our readers wrote expressing hearty disapproval of a recent editorial in which I said that it might teach the nation a lesson if New York City went bankrupt—the lesson that you cannot forever give out more than you take in. He wondered how this applied to a magazine like CHRISTIANITY TODAY.
It applies too well. No magazine can spend more than it receives in subscriptions and advertising and continue to survive—except by bridging the gap with gift income. We think that CHRISTIANITY TODAY should be self-supporting, that it should pay its own way and not have to beg for gifts; and so we are raising our subscription rates so that readers will bear their fair share of the cost. Even at the new price you will get the magazine for little more than a penny a page. Twenty-five issues will cost you less than dinner for two at a good restaurant. Or two unwanted novels you got by forgetting to send in book-club reply forms. Or two good seats at a pro football game.1
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