Word: dial
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Dates: during 1980-1989
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...Dial; 279 pages...
...Erickson, Dial's editor, disagrees. "For years the Government has granted tax advantages to organizations that use their profits for socially useful purposes," says he. "And public television serves a useful purpose." Nonprofit publications are exempt from most taxes and save up to 50% on postal rates -a big edge over for-profit magazines, whose postal bills have increased some 450% since 1971. These concessions are enjoyed by an increasingly broad range of publications. Of the 35,000 periodicals regularly sent through the mails, 10,000 or so now get some nonprofit subsidies. They range from shoestring religious...
...nonprofit competitors: "They cover the same ground we do, sell a slew of ads, but pay no taxes. It's not a fair shake." Observes New Yorker President George Green: "Some of these [nonprofit] magazines are marketing themselves as advertising vehicles, rather than as sidelines of organizations. Dial was developed solely to sell advertising...
...marketing scheme emphasizes its subscribers' "upscale" incomes. "If you could advertise on public TV, would you?" PBS asked readers of Advertising Age. "You can't, of course. But you can reach these smart, rich and rabid public-TV fans through a powerful new advertising medium, the Dial...
...flap over the Dial grew, the U.S. Postal Service at week's end retreated from its earlier decision to allow the Dial's sponsoring stations to use their cheap mailing privileges to distribute the magazine. Instead, Public Broadcasting Communications Inc. must now apply for its own nonprofit mail permit. Vows Dial Publisher Morton Bailey Jr.: "We're going to fight this thing to the very end. We're going to play hardball on this because we're right." As Bailey comes to the plate, however, he is likely to face some smoking fastballs...