Scott wrote:
On 4-14-2011 12:51, Joe from Kokomo wrote:
On 4/13/2011 11:16 PM, Scott wrote:

I re-joined ARRL a few years back after having let my membership lapse
because of what I considered a lack of technical articles in QST. I was
primarily a member to get QST. After my membership expired again, I got
boatloads of mailings from ARRL, begging me to come back and even
offering a choice of a book to get me to come back. I mailed back their
letters with a hand written note saying I wasn't interested. They asked
me why. I said QST isn't nearly technical enough for me anymore. They
suggested I get QEX. So I made a "counter-offer"...I asked them to
substitute QEX for QST. They basically laughed and said they couldn't do
that. Seems it would have saved them some money as QEX only comes out 6
timers per year versus 12 for QST. So, now they get NO money from me...

N0EDV

I would respectfully suggest that you are missing the big picture. It's
not just the magazine(s).

Like them or not, the ARRL is the ONLY organization that supports ham
radio on a national level, going to bat for us before Congress and the
FCC.

73,
Joe


Yes, I understand that very well. However, they should have more money
to spend to fight for ham radio if they would let me substitute the 6
issues per year of QEX versus the 12 issues of QST.

N0EDV


Not necessarily..

Advertising runs as "cost per thousand" (aka CPM) based on the
circulation of the magazine. The CPM for QST and QEX is probably pretty
close (same target market and all that).. You could probably find it on
the rate card which is on the ARRL website somewhere.

Let's say the rate is $1/thousand..

So, for a given size ad, QST may have, say, 150,000 copies, and QEX may
have 1500. So ARRL would get $1.50 for an ad in QEX, and $150 for the
same ad in QST.

Printing costs are pretty much the same, per copy, per page. However,
the other production costs (editing, copy, pre-press) are fixed,
regardless of how many copies you print. So for QST, the "per page per
copy" cost is a lot less.

QST is probably MUCH more profitable than QEX.. lower cost to print a
copy, more revenue to collect per copy.


For reference, the QEX ad rates are $155 for 1/6th page up to $733 full
page. NCJ is 412/page, 78/sixth

I couldn't find circulation numbers for any of them, and no published
rate card for QST. (I assume QST has lots of "multipage discounts", for
instance).