Anatomy of a Control: Making Anger Work

Late copywriting guru Dick Benson once said that if a magazine changed from a standard subscription model to a membership organization (such as Smithsonian and National Geographic), it has a huge advantage over its competitors. Under Federal Trade Commission rules, a magazine must send renewal notices that ask for a payment, while a membership organization must send a bill for dues. Being able to bill for dues, Benson said, would increase response by up to 15 percent.