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There seems to be two completely different issues or objectives here--I think. One is to grow the magazine, the other is to grow the hobby. While they are complimentary, they aren't exactly the same. Increased distribution of the magazine is one way to increase exposure of the hobby to the general public, but a) it may not be the most effective way, and b) exposure to the general public may have little benefit to expanding the market. For example, I find it hard to believe the Average Joe at the Walmart magazine rack is part of the large scale market. Printed magazines are great, I truly enjoy browsing them, and I like to see their success. Their main function is to sell advertising, and their circulation determines, in part, what they can charge for that advertising. But, as a means of conveying useful information, they are extremely inefficient. First, the sheer volume of information they contain is extremely small, and second, the ability to search, retrieve and reuse that information is nil. I believe most topic-specific magazines are best at generating excitement and entertaining--and that's very important. But once you've gotten engaged in the topic area, the need to access and 'consume' information (even if its product and availability information) far surpasses the capacity of any printed magazine. Also, as an aside, by far the worst business-to-consumer web sites are those that attempt to do little more than emulate magazine adverts! As far as growing the magazine, unless your income is tied to sales of the magazine (either because you buy or sell advertising), why is that important to you?
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