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the Woman's Building, 1727 North Spring Street, Los Angeles, CA 90012

a magazine of women's culture

Chrysalis

December 4, 1977

Dear Contributing Editors and Other Friends,

I know that since our last communication -- our fundraising appeal -- many of you have been wondering how we're doing. We've just gotten our 4th issue to the printer, under extreme pressure, and now that those production worries are over (temporarily) we are back to intensive money raising efforts.

As a result of our last appeal, and through the aid of many of you, we were able to raise $9600 in capital. This represents about one tenth of our total capital needs, but it is a good start and a terrific morale boost as well.

In October, we purchased the services of the Kobak Business Models Company. John Klingel, a consultant, came down from San Francisco and spent three days with us setting up a computer model for our company. We now have a file, under the name "hot," with a computer in Stamford, Ct. The computer has been programmed with information about our business: our production costs, salaries, promotion costs, and overhead, as well as marketing information -- what returns we'll get from our various marketing plans (direct mail, renewal, college program, space ads, etc.). After processing the information, the computer sends back reports showing our capital needs month by month and cumulatively, our profits and losses, and our circulation (print order) issue by issue. The figures are projected over a four year period, and --guess what -- the outlook is good! If we can meet our capital needs and if we can enlist the personnel to carry out our marketing ideas, we have every right to expect that our beloved magazine will become a successful business. Joanne is presently working on the final reports; as soon as they are ready we will send copies of the print-outs along with a summary of the information and explanation of how to read reports to any of you who are interested.
 
In the meantime, we are busily proceeding with our marketing plans beginning with a direct mail campaign to 100,000 scheduled to go our on Dec. 28 (according to the "science" of direct mail advertising, this is the date for getting the best returns). Our list is pulled from Signs, the Feminist Press, Feminist Art Journal, Quest, Feminist Alliance Against Rape, the Barnard alumnae of 1962 (Sheila's year), California MS subscribers, and