Science News Sails Along

WASHINGTON—The growing popularity and continued financial health of Science News offers hope to readers saddened by the recent demise of two mass-circulation science magazines sacrificed in an attempt to bail out a third. Published here continuously since 1922 by the nonprofit Science Service, Science News reached its highest circulation level ever in 1986, going from 179,000 subscribers in June to more than 215,000 by the end of December. The magazine does not know how many of its new readers are former subscribers to Science 86 or Science Digest, both of which folded last year after being bought by Time Inc., publisher of Discover. And the magazine's renewal rate of 68 percent, according to publisher E.G. Sherburne Jr., is one of the highest of any magazine in the country. It is not sold on newsstands. "We're different from the other science magazines because, first of all, we're a weekly," says Sherburne. "We're also a news magazine and what I would call a quasi-journal" that appeals to a highly educated readership, nearly half of them scientists. "Both the size of the magazine and the length of the articles appeal to people," explained Editor Joel Greenberg. Most Science News articles are short—one-third to one-half page is the norm—and each issue contains only 16 pages. Greenberg has received fan mail from readers who like the fact they can read it cover-to-cover during, for instance, a morning commute or a single visit to the bathroom. But the most important reason for the magazine's success, according to Greenberg, is that "it reports the news in a straightforward way, without the 'Gee whiz, isn't science wonderful?' tone that the glossy monthlies use to attract newsstand sales." Small Is Better Two factors that have helped the magazine prosper where others have failed are its lower production costs and scant advertising. According to Sherburne, a publication that depends on advertising must maintain circulation levels sufficiently high to attract ads. Such levels are frequently achieved by selling cut-rate subscriptions through such channels as Publishers Clearinghouse, he said, resulting in a high proportion of issues being sent to "people who don't really care about the magazine" and, therefore, who do not renew. About 20 years ago Science News tried to double its size and finance the expansion through newsstand sales and advertising. The idea was a dismal failure. But the company survived, thanks in part to a grant from the National Science Foundation and a decision to return to 16-page issues. Two years ago the magazine began offering a trial subscription of four issues for $1 (the regular rate is $29.50 for one year and $50 for two years). Last August it asked 500,000 people to subscribe at the even better introductory rate of 12 issues for $1. In October that offer was extended to 1.5 million potential subscribers. Despite those solicitations, Sherburne said that, on the whole, "we don't spend a lot of money trying to raise our circulation. We're content to break even." A journalist familiar with the magazine, who requested anonymity, poked fun at its conservative management strategy by remarking that it survived the 1986 shakeout "for the same reason cockroaches would survive a nuclear war." But whatever one thinks of its strategy, there is no doubt that Science News has been able to satisfy enough readers to last 65 years. Testimonials from prominent scientists, science policy makers and journalists on the magazine's 60th anniversary in 1982 emphasized the journal's accuracy and brevity. "One only has to look at the big, glossy science magazines that have appeared in recent years to appreciate how your magazine stands alone," wrote New York Times science writer Walter Sullivan. "I am afraid it is somewhat of a chore to get through the others. Science News tells us what we want to know succinctly and accurately." Tangley is features editor of BioScience magazine.

Science News Sails Along

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