Among the many lessons learned while publishing the thing (over a period of five years) was a thorough exposure to direct mail. New subscriber solicitations, billings and renewal efforts kept the magazine (barely) alive.

Interestingly enough, circulation revenues made up the vaste majority of the enterprise's income even though the magazine employed the world's best ad sales guy. The magazine was blessed with this fellow and he toiled mightily to sell advertising to seed merchants. It was difficult to do and they bought relatively little of it.

There is a lesson to be learned here: even a genius can't overcome a terrible marketplace.