Editorial

Change is coming to post-election America this Thanksgiving season. Change is also coming to The Mennonite. Some of the changes were initiated by us. Some were initiated by others and some by the current economic environment.

The gathering economic recession is one reason for some changes, and it is taking a toll on our bottom line. In August, a major advertiser informed us that it needed to reduce the amount of advertising planned for 2008. That was a $9,000 hit at a time when postage and printing costs increased. But the clearest evidence of growing economic stress is among our subscribers. Last June through our annual readers’ survey, we asked (as usual) for an evaluation of our pricing. At that time, only 7 percent of respondents said they were unsatisfied with our subscription prices. Now, when our circulation manager calls those not renewing their subscriptions, the most common reason has to do with affordability.

This has led to another decline in our circulation. But it would not be prudent to raise prices to compensate for lost subscription dollars. So we are taking two difficult steps to reduce expenses: Beginning in January, we will print the magazine on a less-expensive—and “greener”—paper. Beginning in 2009, we will also reduce the number of issues each year. Our new frequency will mean only one issue in July and one issue in August—except for a year when there is a Mennonite Church USA convention, when we will publish a second issue in July. That means 23 issues in 2009 and 22 issues in 2010.

We regret this loss in value to our subscribers and wish to offer something in return. That “something” is a new offer: Any subscriber whose account is paid in full may now receive a pdf of each issue by email on the issue’s date. (Requires a paid subscription to The Mennonite Send your request to subscriptions@themennonite.org.)

We also understand that circulation decline is part of the entire print medium these days, and we must expand into Internet publishing. Our board of directors anticipated these trajectories several years ago. Consequently, we invested heavily in a redesigned Web site and several free periodicals called “ezines.” Both the Web site and the ezine called TMail are now beginning to earn advertising revenue (see page 23). Since the number of people who subscribe to TMail determines the rate we can charge advertisers, we encourage you to sign up for this free service. Send your request to AnnaG@themennonite.org, and you will receive this free electronic magazine every Monday.

Other behind-the-scenes activity is also bringing changes to The Mennonite. Some you may already have seen; others are on the way.

During the Executive Board’s review process of The Mennonite in September, we responded to several specific requests. One was for MC USA executive director Jim Schrag to have a regular column. That has now appeared in the first issue of October and of November. The EB also asked that editorials related to any EB matter be tested with the executive director. We have begun doing that as well. Other changes—such as the EB’s request to redesign the magazine so it carries MC USA visual design standards—are long-term changes that will require research and planning.

The most significant change for The Mennonite may still be ahead. In June, the Executive Board released its proposal to restructure Mennonite Church USA; that proposal called for The Mennonite to become part of the Executive Board’s new department of communication and development. A joint task force is being formed to consider the ramifications of such a change.

But one change has been astonishing: This year we have been bouyed by an outpouring of financial contributions from our readers. By the end of October we received $67,611, nearly double the amount we normally receive each year. So this Thanksgiving season we are thankful for changes, even as we wait to understand them all.