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...regarding its stated goal of reaching an audience beyond the intelligentsia, DoubleTake’s achievements are harder to quantify. Coles bases his claims in this area in part on the magazine??s location since 1999 in Davis Square, Somerville—a neighborhood that is, at least geographically, as close to Cambridge as it can be without actually being in Cambridge. He says the location is important because “people come from Somerville to our offices. They know that the magazine exists, and they tell us that their son or daughter has been reading...
...subscription base by that time had dropped to 25,000, and some contributors had waited for over a year without receiving compensation. Their grievances began appearing in public fora, and the outcry reached a point where Coles and his colleagues were contributing their own money to cover the magazine??s debts. “We’re not exactly floating in dough as individuals,” he says, “but that’s what we were doing...
Springsteen’s intervention on behalf of DoubleTake speaks to a larger problem on the magazine??s horizon: Without a larger subscription base, the magazine may not be sustainable; and without a careful assessment of their philosophical priorities—which include the goal of reaching a broad audience—the editors risk losing the magazine itself. There is no reason why DoubleTake must necessarily pursue a mass audience, but it has included this mission among its stated aims...
Asked about the magazine??s success in projecting its lessons, Coles says, “I would leave that for our readers to decide. We hope and try to live up to that vision, and that example…If I start answering that for you, I’m undermining the very philosophical and moral purpose of the magazine...
...magazine disappears from readers’ newsstands and mailboxes, though, the question of whether their horizons have been suitably broadened becomes moot. As such, Coles’ and Testa’s refusal to speculate about the magazine??s popular appeal, its potential for growth, or any other aspect of the publication process beyond their philosophical mission, may be a liability...