Well, the doo-dad sales were up by about $18K for '05 (per the EVP report in Aug '06 MA). Costs for that enterprise were up by $4K. So, it appears that the big sales campaign netted $14K, less what the 32 page ad cost. Not bad really, as they surely pay less than any other advertiser, and I believe Hoss when he says the latter are paying below market rates. They are in the black, but there is a lot of red in the bigger pot.

I smell smoke coming from this red herring tossed on the BBQ. MA advertising revenue was up about half of the increase in direct costs for the mag, leaving the numbers going further south to the tune of about $80K for '05. Not a good thing, but it pales in comparison to an increase in AMA operating expenses of $800K over '04. The net AMA operating deficit in '04 was about $273K, or 3% in excess of income. For '05 the net deficit is over $1 mil (11%).

The new fees for Contest Calendar listings aren't going to do much triage on a $1 M+ hemorrhage. I think you know what's coming next.

Beware of Greeks bearing 180.

Abel