[Re-posted from earlier today]
A reader writes:
It saddens me that you’re still below target for the year’s revenue. You have all been a constant part of my life for years and I’m certain that’s true for countless others. On the very first day of subscriptions I signed up and even gave extra because I wanted this group of people I cared about to be financially secure and to continue to provide me The Dish. Your entry point price of $20 is a steal and more
people should avail themselves of a subscription, but for those of us who are already paid supporters you need to give us a way to do more.
As the year went on and I read that your yearly funding goals had not yet been met, I realized not only that I could afford to give more, but wondered why I had only given so little to begin with. So I paid for Dish accounts for family members, hoping for two birds with one stone that they would stick around and grow the base. I imagine that many of us core supporters did the same.
The fact that there’s still a funding gap – but not an enthusiasm gap – suggests that you could more effectively tap your core audience for support. I like the core democratic principle of an equal price of entry for everyone, and $20 is a great price point (even $1 would be equally prohibitive via this medium sadly), so instead of changing your pricing or subscription structure why not allow people to donate directly toward projects? Or toward the site itself? As it stands now I have no way to give you more money, other than what I locked in when I initially subscribed. So I guess what I’m saying is “shut up and take my money damnit!”
We have gotten many emails along those lines, and we’re very moved by them. And, yes, we’re thinking through all sorts of ways to respond to your suggestions. One existing option: increase your subscription price when it’s up for renewal next year. But our reader is right if you want to help us this year to make our goal: an easy way for subscribers to give extra right now is to purchase a gift subscription for someone you know – a financially-struggling friend, a colleague you see at the water-cooler, a Republican relative, that cute guy or gal you want an excuse to talk to more. And drop us an email afterwards; we always like hearing from new subscribers. One writes:
I know you guys are scrambling to make you budget deadline, but where the hell is my coffee cup?
We hear you. Stay tuned. And for the vast majority of readers who are still free-riding, just ask yourselves if what we offer every day is worth $1.99 a month or $19.99 a year to you. If it is, help us out and [tinypass_offer text=”subscribe”]. And make those house ads – and these posts asking for subs – go away.
Update from a new subscriber:
I’ve been reading you regularly since 2001 years. Just subscribed. What you and your team does is invaluable. And it’s great to see you doing it without big media entanglement.
Another:
I’ve been bypassing the paywall for the past year or so; not out of cheapness, but because I’m just one of those lazy people who needs a deadline. You coming up on the end of Year 1 got me off my ass. And since my selfishness impacted you and your workers’ livelihoods, and could have skewed next year’s projections, I contributed $40 rather than $20. Small token of apology, plus a recognition that I get way more than just $20 of value out of your site per year. Hopefully there’s more folks like me out there who are mentally there but just need a little prod.
The Dish 