Sky & Telescope

We have lost subscribers because of this perception.
My editorial colleagues and I are disappointed whenever we hear this com-
ment. When we look at issues dating back 20 or 30 years, we don’t erceive that the level of discussion for science
or amateur articles has changed that much.
We ran more mathematical equations in the past, but other than that, we’re running similarly substantive articles
by leading scientists, science writers, observers, and product reviewers. Our cosmology and astrophysics features
(such as this issue’s cover story) are more probing and comprehensive than ever. When we ask readers to cite past
articles of the type that we no longer run, they often mention an esoteric subject that would have limited appeal
today.
So why is there a gap between perception and reality? My colleague Dennis
di Cicco has one explanation. If you’ve been reading S&T for many years, you have undoubtedly learned a thing or
two about astronomy. As your knowledge has expanded, S&T may seem to have gotten more basic, even if it hasn’t.
We haven’t dumbed down the magazine; you’ve gotten smarter about astronomy!
A large part of the perception might stem from S&T’s more colorful appear-
ance compared to 20 or 30 years ago. A few people have commented that
running more images and illustrations makes the magazine less appealing.
I deeply respect the desires of our traditionalist readers, but there are several reasons why we have modernized
the appearance of the magazine, as have almost all magazines that have been in existence as long as S&T.
First, CCDs and better professional and amateur telescopes have sparked
a revolution in imaging technology. We run more images because there are
many more great images today than there were decades ago. We’d be guilty of negligence if the magazine didn’t
refl ect this reality.
Second, all magazines, including S&T, need to attract new readers. We have to compete in today’s marketplace,
not the one of 30 years ago. For example, we have to place our magazine on newsstands alongside hundreds of other
maga-zines that feature splashy photos and coverlines. We cater to long-term subscribers and new readers,
audiences with widely diverse interests and levels of expertise. By running articles with a broad appeal, and by
trying to make them as accessible as possible, we remain true to one of the visions set forth by our founder,
Charles A. Federer, in 1941: “It is expected that Sky & Telescope will endure for many years to come, and play
an important part of the development of the layman’s interest in astronomy.” As always, we welcome reader feedback
about the magazine.

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