The Publications Coordinator manages the business affairs of the Journal. It is the Publications Coordinator, for example, who recommends to the Board of Publication when an increase in subscription prices is necessary to cover the costs of the editorial office, printing, etc. At a time of change in this area, it is useful to consider how the Journal operates its business affairs. In fact we operate those affairs in the same way that we operate all other aspects of the Journalwith the interests of our readers at the forefront.

I was reminded of this by a couple of things that happened recently. First, I received from our departmental librarian an analysis of a new package deal on electronic publication of research journals being offered by commercial publishers. He pointed out that for one journal the subscription cost in 1974 was $200, while in 1997 it had increased to $6845. From 1996 to 1997 alone, that journal had increased by $1176, which is more than the full price to a library of the Journal of Organic Chemistry ($1058).

Second, I received a sample copy of a research journal and, on glancing through it, found that the subscription price is approximately $2203 per year! Single issues are $144more than three times the price of a full year of this Journal. The issue I received contained 70 editorial pages and 14 other pages, making the cost per page of editorial content more than two dollars. The comparable cost for this Journal is less than three cents! How can we get along on our very low subscription price of $35 per year?

There are several reasons this Journal can keep its cost to subscribers so low. First, we have made a conscious decision to try to be accessible to as many chemistry teachers as possible. That includes high school and pre-high school teachers, two-year college teachers, and college and university teachers. Whenever decisions are made about subscription prices, or editorial policies, or other aspects of Journal operation, we think carefully about the impact those decisions will have on all of our clientele, and we try to minimize the negative impacts. One example of this is that our library rate is only twice our regular subscription rate, whereas for many journals there is a factor of five or more. This is a policy we have followed for many years because libraries at many of our client institutions have very small budgets. Our UW-Madison librarian pointed out that journal prices would be lower (or there would be many fewer journals published), if departments rather than libraries paid for subscriptions; that is, if the cost were felt directly by those who order the service. This Journal considers that every one of its subscribers has a tight budget, libraries as well as individuals.

Our large number of subscribers is both a cause and an effect of our low subscription price. We believe that what our authors write is very important reading for many teachers, and we consciously opt for maximizing the number of subscribers to provide authors with the largest possible audience. At the same time, the more subscribers we have the more income we have and the less likely it will be that we have to raise prices to maintain our operation. A corollary to this is that if you find this Journal helpful in your everyday teaching, please encourage your friends, colleagues, and students to subscribe.

From its inception this Journal has been staffed by people who believe in chemical education. This definitely helps to keep costs low. Our current editorial staff, feature editors, and everyone else who works directly for the Journal are dedicated to bringing you the best possible content, in an organized and readable format, every month. This means that your staff work very hard, often well beyond the customary time allotted, and with efficiency and intelligence on your behalf. Nearly a year ago, in my first editorial, I assured you that your Journal had an excellent staff. A year has proved that to be an understatement. Their efforts go well beyond what would normally be expected, and they are a major reason that your subscription dollars go as far as they do.

A final factor contributing to this Journal's low price is that we carry advertising. This provides income that supplements our subscription income, but it also entails costs. Like subscriber numbers, advertising has a threshold below which it is of little benefit in keeping subscription prices down, but it has an intangible benefit of bringing you the reader different kinds of information from that provided by our editorial content. We strongly encourage you to let our advertisers know that you have seen their ads in this Journal and to use the reader inquiry card when you need product information. Like authors and editors, advertisers like to know that someone is reading their copy. If you are, and you let them know, they will help support your Journal.

The Exposition Guide in this issue is an example of how you can support advertisers. If you are interested in their products, check out their booths at the ACS Chemical Exposition in Las Vegas, and let them know you found them through the Exposition Guide. They will be more likely to advertise again, you will find out more about their products, and the Journal will be the better for it.

While you are at it, check out the Journal's booth at the Exposition. Come and see us and tell us what you think about our product. Several of the editorial staff will be there, and we would be happy to discuss any and all aspects of your Journal with you. If you cannot make it to Las Vegas, then send us an email or a letter. We value your input and support.