Here's what I see. The forum is free, true. But, as extensive as the information is in the forum, it's piecemeal. Way better than any Extension Service publications, but still piecemeal. With the magazine, we try to weave the piecemeal stuff into a fabric people can use. The magazine articles are way more comprehensive (and still easy to read) than the forum. I see this forum as an introduction to people who are looking for information to get started, or for DIYer's looking for a specific solution and an affordable way to do things. I've had many advertisers make those two statements to me...and that's why some of them have stopped answering questions. They don't see the gain from the forum that they do from people who buy the magazine. I see the registered members who participate regularly as the passionate, die-hard fans who want to help others, or be involved in this fascinating community.
One of our big pushes for people to subscribe to the magazine is to provide information that not only educates them about what to do, but also what NOT to do.
I can't tell you how many times I get a call or an email from someone who thought they were doing the right things (because they didn't know what they didn't know) and now, four or five years later, they figured out they messed up. I see that all the time. With the magazine, we write about that stuff.
I see the forum as a friendly place to motivate people to learn and to become involved as they learn to help others. And, that's typically what happens. At the same time, for our team, this is a business.
For the question about the 40% who don't renew, some of them sell their places, others lose interest in pond management, others go away because they ignore their renewal notices. Believe it or not, that's a big one. Several times, I've personally sat down, called people or sent them a personal letter, reminding them to renew. They always do, with the statement, "I guess I just forgot." I'm thinking about setting up an automatic renewal system like lots of other businesses do. I bet our renewal rate would rise beyond 75% if we did that.
The other option is a push for advertising on the forum. More banner ads on the top, more ads on both margins, and a harder individual push on members.

Yes, there are quite a few people who register, ask a question or two, and then drop back. They go back to 'lurking' on the site. I'll never forget Bruce Condello telling me he 'lurked' for six months before he registered, because he was intimidated by everyone and was afraid he'd ask a "stupid" question. Of all people...

With our new marketing specialist, I expect subscription numbers to rise. That's a big part of her job. Get the subscriber numbers up. Here's what I know. There are between 4.5 and 6.5 million private ponds and lakes across the United States. Those ponds are owned by at least 500,000 people. All I want is about 1% of those people to get on board, and subscribe to the magazine. I totally believe they are out there. We just need this forum to help us reach all those people. That's why we offer free information. That's why we revamped the website. That's why we keep this forum healthy and moving.

If we need to make changes with the magazine, I'm in. We don't want to change for the sake of change, but we know change is inevitable and we'd like to change for the better, if that's what it takes.

Teach a man to grow fish...
He can teach to catch fish...