Word: hpr
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...marketeering and promotion gimmicks that typified the HPR in 1974-75 were a far cry from the student activism which spawned the Review in the late 60's. The first issues of the Review, beginning in April 1969, carried cover photographs of students demonstrating against the Vietnam War and against ROTC. The prevailing message of the magazine was anti-war, but a lot of space was also devoted to campus politics...
...marketing and promotion side, ads for such periodicals as the Columbia Journalism Review, The New Republic, The Nation, and Washington Monthly began to appear in the HPR, in exchange for free space in those publications for HPR ads. The number of subscriptions rose from only 20 under the old format to over 200 by February 1976. The staff sent out the large donor packets and waited...
There was one bright spot on the fundraising scene. After consultation with Marty Peretz of The New Republic and other fundraising wizards, the Review staff set up after Christmas 1974 a "Friends of the Harvard Political Review" program, consisting of mailed issues of the HPR (with letters asking for regular fifteen-to-twenty dollar contributions) to former Fellows of the Institute and people affiliated with the Kennedy School of Government. According to Saylor, "There's been a good response to our first mailings--it looks promising." But even an optimistic estimate of Friends' support amounts to less than...
There are two other independent sources for HPR income--subscriptions and advertisements. In some of the pre-cultural revolution issues, there was as much "advertising contributed for the public good" as there were paid ads. This had changed under the new format, but the expanded costs of publishing the new Review more than negate any increase in its advertising space. The income from ads in each issue covers less than a third of its publishing expenses...
...subscriptions, the only remaining hope for HPR self-sufficiency, the outlook is dim. Despite the tenfold increase in subscriptions, Saylor estimates that for complete independence a subscription increase of over 3000 would be needed. To achieve such an increase, according to Saylor, would involve a mass mailing of over 100,000, the costs of which would be twice the Review's annual budget. After more than 75 years existence, The New Republic has a subscription list of less than 25,000; despite and extensive campaign to increase the list of subscribers, success has been minimal. The New Republic's inability...