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Randy Cassingham's BlogHistorical Details and Author's Notes from This is True®
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Changes to the Honorary Unsubscribe
Now and then, Premium subscribers, the paying customers which, I have said time and again, make True possible, get a little miffed that they get the Honorary Unsubscribe after it's published in the free edition. Frankly, shouldn't they get it either exclusively, or at the very least first? Each time I've responded to the complaint with a "that's the way it is" dismissal, but the most recent one pushed me over the edge, so I put it out to the Premium readers, asking the entire population of them what they really thought about it.
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There was a huge response; people care about the Honorary Unsubscribe, which has been a fixture in True for more than 11 years.
Since half the idea of the H.U. is to honor people that have made a difference in our lives but were mostly ignored, you'll be happy to know the Premium readers were totally opposed to having the write-ups be exclusive to the much smaller Premium group. (Good: I would have probably felt it necessary to respond to that with an "ain't gonna do it" dismissal....)
OK, then what? Before I tell you what I've decided to do, let me give you just a sample of the comments and suggestions from the Premium edition readers. Brady in Oregon: "You have a quality newsletter and there has to be something extra in it for those of us who are willing to pay. If you do [drop it from the free edition], I hope that it will help tip those who sit on the fence about upgrading." Harry in California: "Drop the Honorary Unsubscribe from the free edition [even though] I really miss it when you don't have time to included it. In any case, keep up the good work and don't be afraid to raise your price a bit -- This is True is worth it." I appreciate that, but I will not be raising the price of the Premium edition anytime soon. It has been $24 since late 2004, but I don't think it'd be smart to increase it in the middle of an economic downturn.
Alan in Oregon: "I like the idea of making the HU a Premium 'Bennie'. Maybe it'll push some of the free readers into getting an upgrade. I like your writing so much I buy my wife a sub every year on her birthday even though our computers are less than 10 feet apart!" Cris in South Africa: "Whatever makes your job easier and helps your income is fine by me. The free crowd, of which I'm also one, has no reason to complain at the excellent job you do." Dave in Pennsylvania: "Your logic is good. I work in industrial sales, and price jobs every day. Enhancing differentiation between the free and premium editions is a good plan -- what are your free subscribers going to do, ask for a refund? More likely they are going to recognize the enhanced value of the Premium edition and upgrade. Again, sound business logic."
Pat in Ontario, Canada: "The main reason I upgraded to the Premium edition was because I so enjoy the Honourary Unsubscribe (even if you Americans do spell it incorrectly!) This is True wouldn't be the same without it. If you must take it out of the free edition, obviously that won't bother me, but PLEASE don't take it out of the Premium edition. That would be just tooooooo sad." Jamie in New York: "H.U. on Premium only...24 bucks a year?? Worth every freaking penny."
Doug in Western Australia: "The Honorary Unsubscribe is nice because it's inspirational: the rest of True says 'the world contains many doofuses', but the H.U. ends each issue on an up-beat note: 'the world also contains people of worth, who I can aspire to be like'. But it's not like you're planning to take the H.U. away from free readers; merely demote it slightly."
That small sampling of the reaction from a small subset of True's readership gives you an idea how strongly people feel about the H.U., and I appreciate that they took the time to write.
So here's what I have decided: first, I'm not taking it away so free edition readers can't see it anymore. That said, I now agree with the people who are paying the freight for this publication, and decided to "demote it slightly," as Doug put it. They say there needs to be more reasons to be a Premium subscriber, which will certainly encourage more people to upgrade, which makes True possible in the first place. If you want the Honorary Unsubscribe delivered to you, you can get it in the Premium edition. Starting this week, the H.U. will be written on Mondays for the Premium edition, instead of on Fridays; in the Friday free edition, I'll tell the free edition readers who got the nod, and then link you to the web site copy. Yeah, that's a touch less convenient, but you do have the option of having it delivered. The H.U. is so important to you? Then support it, and the publication that carries it. Can't afford it? No problem: it's just a click or two away, for free. Best of both worlds.
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Most Recent Comments
Posted by Kat, MA on March 21, 2009:
i am a recent sub to This Is True. i cannot afford to pay for an upgrade at this time but hope to do so in the future. i just wanted to thank you for your decision about HU. i feel i become a better prson for reading it. ive learned so much from the few issues ive recd so far. but, it would be totally understandable if you decided to make it just for premium subs only. true i would miss it but i owe them for my free sub so that would be fine with me. course those who want to read the HU could always go to the website itself each week. please thank your premium subs for helping me get the free issue (for now). i am truly grateful.
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You're most welcome. And I don't intend to stop publishing the H.U. write-ups on its archive; you'll be able to read them there at least as long as I'm alive and, I hope, well after that. -rc
Posted by Sheldon, Mexico on March 24, 2009:
Thanks for asking for your readers' input. Most publishers wouldn't bother, and it's appreciated.
I think your solution is a good one. Perhaps the slight inconvenience of having to click on a link in their e-mail (Heaven FORBID!) will get some folks to upgrade. I was a free subscriber since the last millennium, and I regret that I just finally upgraded last year. You long ago learned, I know, that there are always some that will complain, just because they can! You've certainly always shown more patience than I could in your position.
Thanks for continuing to publish a newsletter that actually has VALUE! I hope this small change grows your circulation.
Posted by Bev Suffolk, UK on March 24, 2009:
I have been a free subscriber for as long as I can remember and to be fair until the last 4 years I could have afforded to pay for a Premium subscription. I guess I'm from the "Old School" of Computers Techs (35+ years) that expect everything online to be free for all.
Regarding the Honorary Unsubscribe - given that the original intention was to highlight to as many readers people who had actually contributed positively to this world but were generally unknown I feel that the recent move is a retrograde one.
I think you have actually shot yourself in the foot in a manner of speaking. Given the intention to get these peoples names and contributions out too the wider audience you have taken a step to REDUCE that exposure.
I know they (and I) can EASILY click on a link to read the latest Unsubscribe but human nature being what it is - if it isn't right in front of them most will not make the effort - thus defeating your intention.
It's your site and you can do what you like, i also realise there ARE financial ramifications but I feel it is a retrograde step.
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I'm unclear about what you think my "original intention" was, but the bottom line is, people read the HU or they don't. A lot of readers love it, but I'm sure a lot more never bother looking at all. The ones who like it and appreciate it will click the link to read it. The ones who don't care weren't reading it anyway. Meanwhile, the ones who truly appreciate it are starting to support it. I call that a win-win, not a shot in the foot. -rc