A Hoosier tradition

Buy this magazine or we'll shoot this dog.

That message and an equally demented photo appeared on the cover of a National Lampoonmagazine in the 1970s, as the upstart comedic publication launched a major campaign to increase circulation.

To survive, you have to sell product and Nat Lampdid, growing its brand of humor from print to movies to interactive media and even to television.

What's that got to do with Outdoor Indiana?

We both came from humble beginnings, we have good products and we both need to sell more magazines. Outdoor Indianajust can't hold living creatures hostage in the process.

Outdoor Indiana is a Hoosier tradition. Since 1934 it has chronicled major activities to protect, conserve and enjoy Indiana's natural resources.

The magazine has covered the development of our state parks, state forests, reservoirs, nature preserves, the Indiana Heritage Trust and even a modern highway system. Outdoor Indianawas there to advocate for and report on state efforts to rebuild fisheries and manage game species that suffered due to over-harvesting and habitat destruction.

We've worked hard over the years to improve the quality of the magazine. One of those improvements is in this month's issue. DNR's Outdoor Indiana 2003 Calendaris included as a value-added bonus for our subscribers. You get it as part of the magazine and at no extra charge. The calendars will sell for $10 on the newsstand.

You might also notice that subscription prices are going up for the first time since 1989. OIstarted out as a free publication in 1934, and began charging for copies more than 45 years ago. Printing presses run on more than ink, and the ones we use are begging for green-colored paper.

OIis just like our state parks and other services in these budget-challenged times; we need you to help support the program by paying just a little more.

But there's something you can do that will help Outdoor Indianaeven more. You -- our readers -- are our most valuable asset. We want to enlist you as the largest volunteer sales force of any magazine anywhere.

How many times have you shown Outdoor Indianato friends and family and received a comment that goes something like: "Wow. I haven't seen an Outdoor Indianain years. This is great."

When you have a big one tugging at the other end of the line, don't let him or her off the hook. Tear the perforated bind-in subscription card from the magazine, complete the order form, extract the appropriate subscription price from their wallet and mail the order immediately.

Also, give Outdoor Indianaas a birthday or holiday gift. Many of you do. It's an easy and inexpensive way to say 'I love you.'

If each of you sells just one subscription or buys one more subscription as a gift, we'll be able to keep the presses printing Outdoor Indianafor another 67 years.

All this without holding the family pet hostage.

It's your Indiana. And it's your magazine. So what d'ya say?

Stephen Sellers, editor