Since Jeff Sparrow took over as editor of Overland in 2007, he has been working to increase the magazine’s presence. Part of his approach has been to publish the full contents of recent issues — free — on the Overland website.
Jeff explained his reasoning in a recent post to Overland’s new blog:
[S]ubscribers to Overland are inevitably becoming more like subscribers to public radio stations. You can listen to 3RRR or 3PBS for free but people who really care about what such stations are doing recognise that they should manifest that support by becoming a subscriber.
In the case of public radio, the act of subscription becomes an expression of community as much as simply a cash transaction.
An Overland sub is a little different (in that you do actually receive four copies of the journal) but it reflects the same sentiment. People who think that arguments about the politics of culture and the culture of politics are important will, we hope, continue to subscribe, even if it’s physically possible to read the entire journal without paying a cent.
This is a really interesting approach. As he says, “[f]or most of the twentieth century, a magazine subscriber was part of an exclusive club”, in which new members were essentially sponsored in by existing subscribers. That paradigm is gone now. If the content is good, people will find it.
The web presents an opportunity for small publications to put themselves before a broader audience. If Jeff can get the word out about the web editions, and get some buzz going in the blogosphere, I think he’ll start to see an increase in subscriptions to the print version.

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