APTA looks at ways to reduce deficits related to supporting Platform Tennis Magazine (PTM)

Wayne Dollard’s Letter from the Editor column had the details:

Recently, we at PTM have been receiving numerous calls regarding our future goals and plans with Platform Tennis Magazine. During the 2000-2001 season, the APTA operated at a deficit. Although the APTA has a comfortable financial cushion, steps needed to be taken to prevent any future losses.

During the 2001 APTA Board Meeting in May, many suggestions were offered to reduce future expenses and generate additional revenue. As the leading annual APTA investment, the PTM was heavily emphasized in this discussion. Cost-cutting ideas, such as decreasing the number of PTM issues per year (five down to four) and printing the magazine in half-color / half-black and white, were discussed. When all was said and done, the APTA decided that it did not want to reduce the size or quality of the PTM. We then agreed on a two-year PTM extension at a reduced rate. Additional advertisement development incentives have also been agreed upon between the APTA and PTM. These new conditions could potentially help the APTA to recognize a significant annual revenue increase, as well as expense decrease.

The decision was also made to increase APTA dues a few more dollars per year. The basic concept is simple and should provide the APTA with the added financial support it needs to maintain the PTM. A few years ago, APTA members were receiving a black and white “Platform Tennis News” newsletter. Today you are receiving this full-color magazine publication. Hopefully, the few extra dollars is worth it in your mind.

As you have probably already noticed, we have also upgraded the PTM with a gloss cover and several graphic design changes. We hope that you enjoy the new layout. Additional art changes will roll out during the course of the season.

Thanks to the financial support of the APTA and its members, our future goals and plans are clear. We will continue to publish this full-color Platform Tennis Magazine for years to come, with improvements being made from issue to issue. Feel free to contact our office with any ideas relating from design & layout to advertiser development.

Source: Platform Tennis Magazine, Vol. 3, Issue 1, September, 2001