Okay, so here's what finally happened. It was late Saturday when I returned from mailing the May/June print magazine. It takes most of a day to mail an issue. This time I'd had to spend an extra hour at the post office putting additional postage on all the magazines, as the rates had gone up again while I wasn't watching.
What I hadn't had time to do was stuff envelopes with overdue renewal notices. We mail a renewal notice with each subscriber's last issue, and if they haven't renewed by the time the next one comes out, they get a reminder instead of a magazine. There was a great big stack of such envelopes this time around, already addressed.
I couldn't avoid the thought, "What happens if I just don't send these out?" The answer, of course, is that we'd go out of business. And exactly what would that mean?
I looked at the fact that, while the magazine was really valued by perhaps 60 or 70 people, it's never been particularly salable. We had a booth at the IPD Garage Sale. We sold 15 VolvoGirl T-shirts and one subscription. There's some perspective to be gained from that -- we'd go to a major Volvo event and typically snag almost nobody.
Amongst people who did subscribe, we'd averaged a 60% non-renewal rate. I personally think (in all modesty) that we put out a superior product, but that wasn't enough for too many people. I suppose not offering membership, meets and discounts at dealerships just doesn't work. I'd long since given up any notions of operating at a profit and had run it at a loss as a sort of public service, but the majority of the public didn't want such a service, even after having tried it out.
I looked at the fact that I was mailing the May issue in August. Yes, we'd taken a two-week vacation in May, but apart from that, we'd rarely taken a day off since starting the magazine. This was the best I'd been able to do, and there were a whole lot of declined dinner invitations, missed local get-togethers, events not attended, hikes not taken, and Volvo projects not worked on to keep it that close to schedule (not that it was at all close).
I looked at the fact that the web-zine, which has thousands of readers, still said "Spring" on it and a new issue wasn't even started. I had material online -- where updates can happen in minutes -- that was nine months out of date. That didn't make sense to me at all.
I looked at the fact that on September 1st, I'd become the Web Developer for the entire agency I work for as my "real" job, not just for a handful of programs which were my current responsibility. The agency runs over 200 programs. There's no way that was going to give me any more spare time than I already had.
I looked at the nine websites I was booked to design in that spare time. A couple were freebies for friends, but most represented a lot of billable hours. I couldn't see how I'd ever get started on those. These customers understood they'd have to wait, but I couldn't make them wait forever.
Marsha hadn't had a steady income since June (that's just how it is when you're a freelance graphics designer), and we had an expensive car restoration in progress and an expensive motor to build. Subscriptions were at a low ebb and I still had enough in the bank to pay refunds to the subscribers that had kept current. That might not be the case in another month or two.
As much as I hated to disappoint the 60 or 70 people that were real fans of the print magazine, by Monday I knew that mailing those overdue renewal notices would be a disservice to the Volvo community as a whole, to our friends, to our supporters, and certainly to the two of us.
I realized I wasn't facing a decision, just an inevitability.
--Phil
Comments from readers
While I'm truly sorry you won't be publishing the magazine anymore I'm glad you made a decision that is best for YOU! I'm sure it was very difficult, but we sometimes find ourselves backed into a corner with seemingly no place to turn. As I have said to you before, I'm well aware of all the hard work it took to produce such a great product.
My good friend Jon Keebler, who you may know published SEES for many years stopped by yesterday and commented on what a fine job you have done. I'm also sure that everyone will understand and continue to enjoy your efforts on the Web.
I wish the best for you and Marsha.
Duane Matejka
You made the right decision in terminating the printed VClassics. Being a professional printer, I hate to admit it, but it only makes sense to have one version of the magazine, and that can only be the one on the Web. Distribution is everything here, and the Web is the answer to all our dreams.
You should also submit a contest for a new logo. The present one does not in any way reflect the nature of your great website.
All the best,
Claus W. Levinsen (former Volvo club editor of 20 years)
Just looked up the online mag -- sorry to see you are dropping the print mag -- I thought it was going good? I understand the time thing though and the fact that it is not making you any money personally -- maybe someone else can take over the reins?
Have really enjoyed the magazine Phil, and thanks for all your and Marsha's hard work on it. I really liked her artwork too. Seeing it online is not the same, but I will tune in from time to time.
Yours,
Dave Rauch
I feel like we are losing a friend. I am really sorry that YOUR magazine will no longer be in print. It has been great and I sincerely mean that Phil. You created new interest with a different kind of flavor and it was needed. The stimulation and growth from your magazine did a lot for those of us that own these little old rascals. You and Marsha both did such a great job, it would be hard to replace you or duplicate your work or your wonderful publication. We will miss all that you have both offered us and our Volvos.
Give em Hell and go with the GUSTO!!!!
Love N Hugs,
Carron Rauch
Sorry that you had to make the decision to give up something that you had made such a committment to. On the other hand, it sounds like the right decision. Every indication I get is that the Web magazine has made a much larger impact than did the print version, which is curious, as the print version was easily far superior to its "competitors," the club magazines, and clearly displayed a style and degree of content that they are lacking. More succinctly, the print version of VClassics was a class act.
I have no idea what the financial considerations are and how these might have a personal impact, but I agree that the Web mag is more important to the masses and is currently a more effective form of communication.
If there is anything I can do to help with the transition, please let me know.
Regards,
John Parker
Sad to see the passing of the print edition (the last one was particularly enjoyable), but your decision is unassailable. Use any revenues left from my print subscription to help defray Web costs.
Now maybe you'll have time to work on your cars more...
Greg Carpenter
I'm sorry that it is no longer possible for you to issue the print edition. I do understand that there are only so many hours in a day, and your quality standards are high. You should be proud of the work you've done along with the other contributors to VClassics print. If I have a refund coming please do not return it to me. I understand the the magazine was a labor of love and a losing proposition for you. We all have gained a great deal at your expense. I look forward to seeing new issues on line.
Thanks for all your hard work and good luck,
Ted Anderson
Sorry that I won't keep getting the cool print version in my mailbox, but I'm glad that you're respectful of your own sanity. I'm waiting expectantly (as I'm sure are you) for the results of your Swedish motor madness. The pictures from Watkins Glen are superb. Better than anything in Rolling.
Thanks again, I've enjoyed all your efforts and creations, and I like your "modifications are okay" sort of mentality.
Boris Kort-Packard
(and Amanda, another loyal reader, not just because she appeared in the first issue either!)
I'll miss the magazine... For most small business owners it is a race to see what will run out first, their health (because they are working 20 hours a day with no rest) or the money (because all small businesses are under-capitalized.) Unfortunately, there is no market for many of the things that we like to do or that are fun to do.
Unlike the Ferrari factory who treasure their old models, the Volvo factory/dealers/sales force is more akin to the Lotus and TVR factories. Both TVR and Lotus are somewhat embarrassed by their past and would like to forget the days of "kit cars" and less than successful models. They are now "upscale" and never, never want to return to days of yore. Their clubs, like the Volvo club, has a real split between the owners of the vintage cars and the newer cars. The owners of the newer cars "can't" work on their cars even if they want to. They are limited to adding different wheels, tires, driving lights, exhaust etc. which the owners of the older cars view as superficial, if not outright stupid.
So, for a magazine like yours, the question becomes whether there are enough owners of the older cars to support your enterprise. In this group, you had to find an owner that didn't think of his car as a beater and wanted to spend money on your magazine. The general public might occasionally buy a magazine that specialized in the first group of cars (the 122, 544, and 1800) but you couldn't give the general public a magazine that concentrated on the 240s etc. And if you spend too much time on the newest models you start looking like a sales brochure.
Peoples' expectations are really high and they want so much for so little. And they want it now! I'm sure that none of this is news to you and it sounds like you have had made a difficult but sound decision. The next time, and with small business owners there is always a next time, you will be wiser and more seasoned and more capable of taking up the challenge because of your experience with VClassics. I owned a small business for 18 years and managed through a combination of good luck, hard work, and stupidity to be successful enough to retire at age 52.
Mike Denman
I am saddened to read of your decision to end the print edition. I first found VClassics on the Web. The insight, technical advice and your willingness and promptness in replying to individual e-mail requests for assistance have been extraordinarily useful; so useful in fact that I decided to subscribe to the print edition for even more pointers.
Perhaps you will, once again in the near future, venture into the print world.
Ira Eisenberg
Thanks for sending the back issues. They got here a couple of days ago and I have had an orgy of vintage Volvo reading since. It really is a great publication. I realize that you were doing the print edition as a sub-profit public service, and I want to let you know how much I have appreciated it.
I think that combo of VClassics, IPD, and Professional Amazon Repair has turned the Northwest into the vintage car equivalent of what Paris in the 1920s was to modern art. Phil, the chronicler, is Uncle Olaf's Hemingway. Marsha is a cross between Picasso and Man Ray with her wonderful cover (and back cover) artwork. And people like Lee Holman, Dave Rauch, Cameron Lovre, and Brooks Townes (to mention only a few of my favorite contributers) are the Steins, Fitzgeralds, Dos Passos, and Millers of Gotenburg technology.
So, thanks to you all for the wonderful foundation of technical and aesthetic knowledge I have gotten from VClassics. See you on the web!
Yours,
Jason Lett
I was just reading your announcement on the website. Tough decision, I'm sure, but I can fully sympathize with your problem. For about eight years, I was the one person who made VCOA run (1982-90), including editing and publishing Rolling, keeping track of memberships, etc., and strictly on a volunteer basis at that. My career certainly wasn't helped, there was no financial gain, and eventually I simply reached the point where I had to move on.
Good luck with the Web venture -- I really believe that's where the greatest impact can be made... Let me know if I can ever help you out.
Best,
Duncan LaBay
Congratulations on coming to that decision Phil. I am sure it was painful and required a great deal of soul searching on your part. I (and surely many others) will miss the print version, but better to regroup to do fewer things really well than overextend yourself and not make anyone (especially yourself) happy. Thank you for all the time and energy you dedicated to this effort.
Anyway, you have no cause for regret that I can see. Enjoy all your other endeavors as you well deserve to.
Sincerely,
Al Hewson
I just read your announcement on the VClassics site. While I never subscribed to the print version, I know it must have been a very hard decision -- and selfishly I'm glad the Web version won out!
I have enjoyed reading the Web version, and look forward to the next. I have also appreciated the fact that you have taken time to answer the occasional e-mail I have sent you, despite you having what sounds like a very busy life.
Good luck with it, and I hope your new engine rebuild will feature in the next webzine.
Regards,
John Henderson
Just read of the demise of the print edition, wanted to wish you the best of luck with the Web version. Easily one of the best Volvo Web pages around, I hope VClassics will be around for a long time.
No Worries!
Adam Pepper
Sorry you don't have the time to continue the print edition. But from the sound of things, paid work (the lack of which you occasionally made mention of after your initial move North) seems to have finally come to you in some bounty. I hope that prosperity (as measured by $) continues to visit your house.
Down here in the land of the kangaroo, we look forward to the Web updates, and as I have been viewing your site from virtually the beginning, am glad to hear that you and Marsha appear to be getting some gainful return in your working lives.
Take care and don't overwork yourselves!
Richard Zammit
Brisbane, Australia
I'm with you in your choice. I think one less iron on the fire sounds good. Hope that I can help with the new e-zine.
Thanks,
David Spieler
Thanks so much! I am sad to see this magazine disappear.
I wish you great luck and success in your future.
Thanks,
Randy Peterson
Like many others, I'm sure, I'm ever so sorry you will no longer be putting out the printed magazine, but I can also understand how time-consuming doing so must be. Priorities are priorities, and there are only so many hours in a day.
So, I guess I'll have to face it and become, at a minimum, semi-computer-literate if I want to keep up with what's going on in the interesting and entertaining corner of the Volvonut world. A long winter is coming, and after putting away the summer toys and tools, cleaning the chimneys, cutting next year's firewood and stacking this year's within reach, and welding the snow plow I have been deliberately ignoring all summer, I will probably start that process.
I'm not acquainted with the format of the online publication, but I will get one of my progeny to tap in and enlighten me.
Good luck and good health -- it's been fun.
Best regards,
Bob Silvius
You done uncommonly well! I will miss you.
Sincerely,
Bob Melville
