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Advertising utilized to be pretty convenient for journals. Remember those omnipresent subscription cards inserted in magazines-and how often they did the trick? Thumb through a magazine in a store, like what you look at, take out the subscription card, fill it out, mail it in and voila-six weeks later your first copy arrived in the mailbox!
The readers grow but the journals fail to do so. Sometimes, the focus of the editor changes to something absolutely different than what the journal was originally famous for. This disappoints the audience.
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