Chris Cummins on 1993 S&T UK subscription

"I have to correct Joseph on his estimates about readership in the UK. Currently we have 215 subscribers in the UK plus 600 copies sold through the UK distributor/retail network so over 800 readers are present and accounted for in the UK. I am sure that some more copies are making their way through various mail order companies, other distributor/retail routes, and various subscriber addresses in Scotland, Wales and Ireland so I would estimate roughly 850-900 copies reaching the area. Considering that store buyers buy on average about half of the issues, there are probably about 1500 people in the UK who are picking up S&T regularly. I know our UK sales increased about 10% last year and I hope to see the trend continue. I am aware that the price increase will be stiff due to the recent cover price increase (which largely was to pay for the increase in pages, counters and colour starting in #157) and the 20% change in the exchange rate. Our UK distributor requested that we increase the cover price to ú14.95 (ouch!) to account for these 2 factors. If the currency rate should change substantially, there would be a corresponding change in the cover price. Since the subscription price is just over ú8 an issue, perhaps more readers will choose the subscription over the store this year.

Fortunately, as you correctly interpret, there is no price increase for the foreseeable future (which means at least 1995 before another increase). What we are planning is about a 10% increase this year in readership which would be sufficient for us to add another 16 pages to Strategy and tactics in 1994 with no increase in cover price!" As in the case of the letter from Joe Miranda, I have made no changes apart from possible cock ups in re-typing and changing the spelling from USA to UK. Chris Cummins knowledge of European geography is certainly no better than mine of the USA. Obviously the total given in this and issue 4 for S&Ts coming over do not agree by a factor of 10.

 

Note that Chris' figures are for all copies coming over (850+) and total readers (1500) not readers per copy, some issues clearly sell better than others. Also no consideration is made of the unsold copies lying around stores and dealer's store rooms. Still in the light of this new information, last issues' state of the hobby figures are wrong. Estimating 500-700 buyers of each S&T within a few months of release and comparing with known numbers of gamers, 40 (MBW auction), 100 (Private readers), 140 (members of the 2nd Chance club) we see a big shortfall. That is assuming that these groups all consist of different people (no chance) and not allowing for a number of European gamers in the last 2 groups.

 

Whatever the size of this shortfall, what chance is there of opening up this group of gamers? Pretty thin unless these people want to get back into mainstream gaming. Having bought a game, a punter has every right to do what he wants with it, to play it or not. UK zines have had a few plugs in S&T and Command so any gamer wanting to get into contact has only to write (not usually a strong point amongst wargamers). Even I have a feeling that our discussions of game styles and tactics is verging very close to Arnold Rimmer reciting notes from games of Risk in the TV series Red Dwarf.