Even though Niven says this is a huge amount of money to make up for, she adds that it’s nothing she can’t fundraise her way out of. She has been letting her readers know about the monetary loss from Borders closing, and says her readers donate because they care about the survival of the magazine. “Basically, we’re back to where we started twenty-five years ago, which is we are living and dying on our subscriber base,” says Niven.
At Mother Jones, Walter is continuing with the newsstand push, and is exploring new markets. They have recently seen success with newsstand sales in Canada, and plan to keep using newsstands as a way to reach out to new readers, “There are people out there who want to buy single copies on the newsstand, and I think that’s going to continue,” says Walter.