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The New International, July 1947

 

The Press Manager

Business Manager’s Corner

 

From The New International, Vol. 13 No. 5, July 1947, p. 130.
Transcribed & marked up by Einde O’Callaghan for ETOL.

 

While the circulation and financial position of The New International have shown gratifying improvement during the past year, we find it impossible to carry out our hope and intention that we publish twelve issues, one per month, during the year 1947. The major reason for this is the steadily mounting costs in printing, with which our increased income has been unable to keep pace. During April, our printing bill increased by 25 per cent.

At present, the press run and circulation of The New International is holding steady at 3,000 copies per issue. These copies are all sold and used, and represent a substantial gain over our previous circulation. The greatest gain of all in circulation has been on newsstands, particularly in New York City where approximately 500 copies are sold each month, with the help of the attractive and now familiar posters put out by our Poster Service.

Subscriptions come in steadily, but not in sufficient quantities. Our subscription list has expanded, and the high percentage of renewals indicates the real interest in the magazine. What is lacking is a steady and regular effort on the part of New International supporters to get new and additional readers. A regular flow of subscriptions, a most important source of revenue to the magazine, can only come through sustained pressure and efforts.

Among the most gratifying improvements in the circulation of the magazine has been its great foreign circulation expansion. With the exception of those countries upon which the “Iron Curtain” has descended, there is hardly a country in the world where The New International does not go! Some countries (England, France, India, etc.) have substantial bundle orders; in other countries there are large numbers of individual subscribers who circulate the magazine widely. Requests for back copies of the magazine come in constantly. Even the Kremlin has a subscription! (No doubt read exclusively by Politburo members.) It is expected that this foreign circulation will continue growing.

Through constant exertion and activity on the part of our agents, we hope to so increase our circulation and income that the regular and timely appearance of each issue will be assured. The 1946 bound volume of The New International, containing 10 issues for that year, will shortly be on sale. Orders are accepted now and will be filled as soon as we receive the volume from the bindery.