The Southwestern Historical Quarterly, Volume 51, July 1947 - April, 1948 Page: 62
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Southwestern Historical Quarterly
the Association who is paying $3.oo for four numbers is thus
getting 681/2 cents worth of printing for each 75 cent expenditure.
For the same three numbers of the Quarterly used in the
preceding figures represented in this report, receipts were:
Dues .............. ............ 4,281.11
Advertising .......... ... ..... 722.69
Total .. .... .. . ........ $5,003.80
This total of $5,003.80 is $278.77 in excess of the total cost.
The January, 1947, Quarterly, which is not represented in this
auditor's report, bears the same relation between cost and re-
ceipts of dues and advertising, or a profit to the Association of
slightly more than $90 per number.
The real profit to the Association, however, comes from the
sale of back numbers of the Quarterly, which during the past
year amounted to $1,182.54, making the Quarterly show accord-
ing to the present auditor's report a total profit to the Associa-
tion for the year of $1,461.31.
This source of income, the sale of back numbers, although
it varies widely from year to year, is always available to the
Association because we print more copies of the Quarterly than
are needed for immediate distribution. For example, the present
mailing list for the Quarterly totals 1,934; in January 2500 copies
were printed, and the same number has been ordered for April.
That relationship should be continued as long as paper is avail-
The Quarterly costs $5.66 per printed page for the printing
alone. Since the cost of printing is largely the cost of setting the
type, the cost per printed number of the Quarterly decreases as
the number of copies printed increases. If only enough copies
were printed for distribution to the current mailing list, the
cost per page would be decreased by only the relatively small
cost of the paper used, and the cost per unit copy would increase
rather than decrease.
Thus, by printing more copies than are needed for immediate
1. lower the cost per unit copy,
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Texas State Historical Association. The Southwestern Historical Quarterly, Volume 51, July 1947 - April, 1948, periodical, 1948; Austin, Texas. (texashistory.unt.edu/ark:/67531/metapth101119/m1/80/: accessed May 28, 2017), University of North Texas Libraries, The Portal to Texas History, texashistory.unt.edu; crediting Texas State Historical Association.