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Renewal Time

Ever wonder why you get a copy of this magazine for a year and then suddenly your subscription stops? More than likely, you were unknowingly dropped off our subscription list because you didn't fill out and return the yearly subscription form.

I know it seems inconvenient to submit a renewal form each year when you don't pay for this subscription, but your annual request in writing or via the Internet for our publication is important to us. We pride ourselves in having a direct request circulation of 97 percent. That means that 97 percent of our subscribers have requested to receive our publication and we are only sending 3 percent of our copies to people who have not requested it. This means a lot to our advertisers, who want to see that readers value the publication enough to renew each year. They also want to know that the publication is going to people in the industry with buying power or influence, which is why we ask all the qualifying questions on the subscription form.

So, did you skip past the cardboard page attached to our cover without giving it any thought? If so, go back and take a look at it. Fill it out and mail it in (or go online at to subscribe electronically) so you can continue receiving the magazine. If you don't, you risk being bumped off our list for someone new who has directly requested the magazine this year. Then think of all the good stuff you'd be missing.

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