It is appropriate for the Record to solicit charitable donations to supplement its primary income sources, subscription and advertising revenues. But, such an appeal fails to address the root cause of the financial problem – the Record's low and declining subscriber base.
As stated in your report to General Assembly last June, subscriptions have declined by 31 per cent since 1994 with demographics cited as a key factor in that decline. However, I believe the issue is a deeper one. I am appalled to learn that nearly 60 per cent of our congregations do not belong to the Every Home Plan and that barely four out of every 10 households receive the Record. It is clear that far too many of our congregations are providing inadequate support to our national church magazine.
I was raised in a home where the Record was always in view and in a congregation that was part of the Every Home Plan for as long as I can recall. I am now part of a congregation that is not on the Every Home Plan, but I will do my best as a member of session to effect change in that status. Furthermore, I challenge other elders in similar circumstances to carry this issue forward to their sessions.
Yes, there could be a modest net cost to congregations of joining the Every Home Plan, but I find it difficult to believe that most members, on receiving the Record, would not gladly stuff $15 in a contribution envelope to offset the annual cost to their church of taking the bold and enlightened initiative of providing its membership with our historic magazine at the best available price through the Every Home Plan. Undoubtedly, a strong subscriber base must be the backbone of a sustainable publication. As the old adage goes, use it or lose it!
