p. 16 | THE SIGNS OF THE TIMES by Editor

Pacific Press Publishing Company · OAKLAND, CALIFORNIA · Jun 13, 1900

FromSigns of the Times, Vol. 26, No. 24.

THE SIGNS OF THE TIMES

By Editor

THE SIGNS OF THE TIMES has had but little to say of itself. It often tells of the good things it proposes to lay before its readers, but it here wishes to make a plea for itself; and we are sure its friends will hear it.

The SIGNS was founded not as a money-making affair, but as a missionary paper to spread far and wide the everlasting Gospel. In 1874 it was started at $2.00 a year. At a later period it was reduced to $1.50 a year. In May, 1895, at the urgent requests of its friends, the price was reduced to $1.00.

This was a serious mistake. Every paper, nearly, which has reduced its price to obtain larger circulation, has been forced to succumb, or has had to raise its subscription price, or has barely lived along, at a "poor dying rate." Many religious papers throughout the country have died. Many more merely exist.

The SIGNS has lost every year since it reduced its price. It has, during these six years, lost in the aggregate over $15,000, about the loss which the Northern Christian Advocate (M. E.) of Syracuse, N. Y., sustained the last four years.

The cause of this loss is threefold:—

1. The paper has been constantly improved. In 1895 it was published on cheaper paper, and, very rarely, with illustrations. But a demand from our agents and friends came for illustrations. These the publishers furnished, but they added to the cost of production not only in the cost of the illustrations, but the illustrations demanded a better quality of paper, costing more.

2. Club rates have been made lower, and many papers are taken in this way in large churches and by missionary agents. Papers have also been furnished to agents who sell and solicit subscriptions far below cost price.

3. During the last two years the price of paper, owing to water famine in the East, and the combination of paper mills, has increased from 25 to 50 per cent. This, of course, has materially added to the expense of the publication of the paper.

The SIGNS has not lived on at a "poor dying rate." It has not diminished its size, or its frequency, or its value. It has not succumbed, nor will it. It is published to do a specific work; it will not cease publication till that work is done.

But its publishers do not consider it to be good business methods nor good missionary methods to publish the paper at a continual loss. They do not regret one cent of all they have put into the paper; but they do believe, and they believe that all the friends of the SIGNS will believe, that the paper ought to be put upon a paying basis.

Of course it could publish more advertisements. But its conductors do not wish to compromise truth and Christian dignity in printing many advertisements published in religious and popular papers of the day. Using the greatest care, it is difficult at all times to discriminate. An apparently good article has behind it a disreputable seller, or where article and firm are both good, the advertisement in its style and setting is sensational, ludicrous, and illy befitting to the dignity and purity of a Christian paper. We expect to use more diligent care in the future; but income from this source, with the severe censorship of the SIGNS, is not extensively remunerative, the helping to some extent.

In view of all these things, the publishers feel that they do wisely to raise the subscription price of the SIGNS both to regular subscribers and in clubs; and we are sure that all our friends will stand with us in this.

After October 1 the subscription rates of the SIGNS will be as follows:—

Single subscription for one year . . . . $1 50 Single subscription for six months . . . . 75 Single subscription for three months . . . . 40 Single subscription to foreign countries . . 1 75

But we do not wish to take advantage of our subscribers. In fact, we wish to do for them the best we can, and we, therefore, make this proposition. We will receive subscriptions for from one to five years at one dollar a year until October 1. All regular subscriptions received after that date will be $1.50 a year; but if you renew or subscribe previous to that date, it will be one dollar a year. If you are now taking the paper and wish to extend your subscription, you will be credited one year for each dollar you send. But if you wait till Oct. 1, 1900, the paper will cost $1.50 a year

Now how many will subscribe for two, three, or more years? You will get a better paper now than you obtained for $2.00 once.

Friends, we wish your help, not to make a profit on the SIGNS, but to extend its circulation. Last year its average weekly circulation was 49,181. Shall it not exceed that greatly in the year to come?

Rates to agents, as well as new club rates, upon which there is a slight increase, go into effect July 1. These may be had on application. We are sure that agents who solicit subscriptions will find their work more remunerative than in the past.

We have laid the matter before our readers and friends. We wish their prayers and co-operation.