{"id":32,"date":"2026-09-15T11:10:42","date_gmt":"2026-09-15T11:10:42","guid":{"rendered":"https:\/\/templates.mavie.uk\/salisbury\/programme\/"},"modified":"2026-09-15T11:19:41","modified_gmt":"2026-09-15T11:19:41","slug":"programme","status":"publish","type":"page","link":"https:\/\/templates.mavie.uk\/salisbury\/programme\/","title":{"rendered":"Current position, growth case and tests"},"content":{"rendered":"\n<article class=\"programme-page\">\n<header class=\"programme-hero shell\">\n<div>\n<p class=\"gb-text eyebrow\">Owner brief \u00b7 14 August 2026<\/p>\n\n\n\n<h1 class=\"gb-text\">Current position, growth case and tests<\/h1>\n\n\n\n<p class=\"gb-text programme-lede\">What is losing readers or revenue now, what could be sold, how each route would be measured, and which numbers remain unproved.<\/p>\n<\/div>\n\n\n\n<aside class=\"programme-summary\" aria-label=\"Summary\">\n<p class=\"gb-text programme-kicker\">At a glance<\/p>\n\n\n\n<ul>\n<li class=\"gb-text\"><strong>Base<\/strong><span>444 online buyers; 0.5% annual growth. This is not yet an active-membership count.<\/span><\/li>\n\n\n\n<li class=\"gb-text\"><strong>Largest quantified scenario<\/strong><span>At 65% retention, about 151 more buyers return: roughly \u00a36,060 in year one.<\/span><\/li>\n\n\n\n<li class=\"gb-text\"><strong>Owned audience<\/strong><span>No free production email list exists. The Salisbury Letter is the first free relationship.<\/span><\/li>\n\n\n\n<li class=\"gb-text\"><strong>Doubling test<\/strong><span>About 74.5% retention for three annual cycles, if acquisition stays at roughly 306 a year.<\/span><\/li>\n<\/ul>\n<\/aside>\n<\/header>\n\n\n\n<nav class=\"programme-nav\" aria-label=\"Programme sections\">\n<div class=\"shell\">\n<a class=\"gb-text\" href=\"#position\">Position<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#growth\">Growth case<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#products\">Offers<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#distribution\">Channels<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#relationship\">Reader relationship<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#ninety-days\">First 90 days<\/a>\n\n\n\n<a class=\"gb-text\" href=\"#decisions\">Decisions<\/a>\n<\/div>\n<\/nav>\n\n\n\n<section class=\"programme-section shell\" id=\"position\" aria-labelledby=\"position-title\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">01<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Current position<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"position-title\">What the evidence says<\/h2>\n<\/div>\n<\/div>\n\n\n\n<dl class=\"programme-facts\">\n<div>\n<dt>\n<span class=\"gb-text\">\u00a317,821<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">online revenue<\/span>\n\n\n\n<span class=\"gb-text\"><\/span>\n\n\n\n<span class=\"gb-text\">last 12 months<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">444<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">online buyers<\/span>\n\n\n\n<span class=\"gb-text\"><\/span>\n\n\n\n<span class=\"gb-text\">last 12 months<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">31.1%<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">returned from 2025<\/span>\n\n\n\n<span class=\"gb-text\"><\/span>\n\n\n\n<span class=\"gb-text\">partial 2026 measure*<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">894<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">of 1,322 buyers<\/span>\n\n\n\n<span class=\"gb-text\"><\/span>\n\n\n\n<span class=\"gb-text\">bought once<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">0<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">production email subscribers<\/span>\n\n\n\n<span class=\"gb-text\"><\/span>\n\n\n\n<span class=\"gb-text\">no capture found<\/span>\n<\/dd>\n<\/div>\n<\/dl>\n\n\n\n<p class=\"gb-text programme-note\">These are online-commerce records, not a membership register or profit and loss account. Offline income, printing, postage, fulfilment, fees, labour and the owners&#8217; required annual contribution remain missing. The 2026 return figure covers only part of the year.<\/p>\n\n\n\n<h3 class=\"gb-text programme-subheading\">What a reader or editor can do now<\/h3>\n\n\n\n<dl class=\"programme-status\">\n<div>\n<dt>\n<span class=\"gb-text\">Renew \u2014 manual<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">The main WooCommerce route has no recurring billing. A separate hub advertises \u00a327 recurring while the main site advertises UK print at \u00a345. Product, price, authority and existing-customer treatment have not been reconciled.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Subscribe on phone \u2014 blocked<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">At 390px the production homepage hides the current issue and both subscription actions. In two browser runs, the standard digital add-to-basket control left the basket empty; direct add-to-cart navigation worked.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Buy digital \u2014 unnecessary work<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Digital-only checkout still requires a postal address and phone number without explaining why. No order was submitted during the review.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Join free \u2014 impossible<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">No visible email signup was found. A non-buyer can read what is open or leave; the site has no dependable low-commitment route back.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Find archive writing \u2014 manual<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">The archive has duplicated or mislabelled entries and image targets presented as issues. The article index is an embedded document, not a catalogue joined to issues, writers and subjects.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Buy a reviewed book \u2014 impossible<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">A current review supplies no edition data, ISBN or purchase route. The editorial work creates neither a useful reader action nor attributable income.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text\">Edit and publish \u2014 not timed<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">The twelve-task editor test is ready but has not been run with representative editors. Until it records completion time, wrong turns, prompts and confidence, the proposed CMS workload is unknown.<\/span>\n<\/dd>\n<\/div>\n<\/dl>\n<\/section>\n\n\n\n<section class=\"programme-section programme-section-tinted\" id=\"growth\" aria-labelledby=\"growth-title\">\n<div class=\"shell\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">02<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Growth case<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"growth-title\">A doubling scenario, not a promise<\/h2>\n\n\n\n<p class=\"gb-text programme-intro\">Retention is the only large opportunity that current records can quantify. Email, YouTube, X, events and partnerships may add acquisition, but crediting them with members before a pilot would be fiction.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"programme-equation\" aria-label=\"Paying buyer growth equation\">\n<p class=\"gb-text\"><strong>End-of-year paying buyers<\/strong><\/p>\n\n\n\n<p class=\"gb-text\"><span>starting buyers<\/span> + <span>new buyers<\/span> \u2212 <span>buyers not retained<\/span><\/p>\n<\/div>\n\n\n\n<div class=\"programme-opportunities\">\n<article>\n<p class=\"gb-text programme-kicker\">Observed partial rate<\/p>\n\n\n\n<h3 class=\"gb-text\">31.1% retention stays flat<\/h3>\n\n\n\n<p class=\"gb-text\">About 138 of 444 return and roughly 306 new buyers replace those lost. That explains why the paying customer base changed by only 0.5%.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Working scenario<\/p>\n\n\n\n<h3 class=\"gb-text\">65% retention changes the shape<\/h3>\n\n\n\n<p class=\"gb-text\">About 289 return: 151 more than now and roughly \u00a36,060 of first-year online revenue at \u00a340.14 per buyer. With 306 new buyers each year, the model reaches about 756 after three cycles.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Three-cycle doubling<\/p>\n\n\n\n<h3 class=\"gb-text\">About 74.5% retention is required<\/h3>\n\n\n\n<p class=\"gb-text\">If acquisition remains 306 a year, the arithmetic moves 444 to about 637, 781 and 888. This is a target scenario, not evidence that the rate can be achieved.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Honest scale<\/p>\n\n\n\n<h3 class=\"gb-text\">\u00a340\u201350k is the working ceiling<\/h3>\n\n\n\n<p class=\"gb-text\">The wider research case estimates a possible online-revenue scale of roughly \u00a340\u201350k if retention, archive value and additional offers work. It is not profit and does not justify unlimited platform work.<\/p>\n<\/article>\n<\/div>\n\n\n\n<h3 class=\"gb-text programme-subheading\">What each opportunity contributes today<\/h3>\n\n\n\n<dl class=\"programme-products programme-contribution\">\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Quantified scenario<\/span>\n\n\n\n<span class=\"gb-text\">Renewal and retention<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">At 65% retention: about +151 returning buyers and +\u00a36,060 in year one. At about 74.5%, unchanged acquisition could double the current buyer count over three annual cycles. Existing customers must expressly opt in to recurring payment.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Bounded opportunity<\/span>\n\n\n\n<span class=\"gb-text\">Failed-payment recovery<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">About \u00a31,900 of failed and cancelled attempted purchases was recorded. The working recovery estimate is roughly \u00a3900 a year; measure recovered contribution after fees and support time.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Price scenario<\/span>\n\n\n\n<span class=\"gb-text\">Digital plus archive<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">If all 196 digital buyers held while annual price moved from \u00a310 to \u00a325 with a genuine archive product, the arithmetic is +\u00a32,940 a year. Willingness to pay and digital rights are not proven.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Demand unproved<\/span>\n\n\n\n<span class=\"gb-text\">Archive and institutions<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Scenarios to test, not forecasts: 15% of 444 buyers adding \u00a325 is about \u00a31,650 recurring; ten institutional licences at \u00a3250 are \u00a32,500. Rights, metadata cost and actual demand decide whether either survives.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Credited at zero<\/span>\n\n\n\n<span class=\"gb-text\">The Salisbury Letter<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">There is no list or conversion history, so the base growth case gives email no invented member count. First proof is confirmed signups, repeat visits, free-to-paid conversion, unsubscribe rate and production time.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Credited at zero<\/span>\n\n\n\n<span class=\"gb-text\">YouTube, X, social, events and partners<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">These can accelerate acquisition only if they produce attributable new Letter readers or paying buyers. Followers, views and attendance are not counted as separate prospects.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Terms or pilot needed<\/span>\n\n\n\n<span class=\"gb-text\">Books and licensing<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Bookshop.org UK currently states 10% of referred sales. Owned anthologies, licensing and syndication need rights and costed production. No demand or member contribution is included yet.<\/span>\n<\/dd>\n<\/div>\n<\/dl>\n\n\n\n<p class=\"gb-text programme-note\">Do not add these rows blindly. Retention, archive pricing and failed-payment recovery can involve the same customer; gross revenue is not contribution; and the target denominator must be reconciled before \u201cmembership\u201d is reported.<\/p>\n<\/div>\n<\/section>\n\n\n\n<section class=\"programme-section shell\" id=\"products\" aria-labelledby=\"products-title\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">03<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Offers<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"products-title\">What could be for sale<\/h2>\n\n\n\n<p class=\"gb-text programme-intro\">This is a launch order, not an approved catalogue. Price follows direct cost, rights, fulfilment, support and existing promises.<\/p>\n<\/div>\n<\/div>\n\n\n\n<dl class=\"programme-products\">\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Repair now<\/span>\n\n\n\n<span class=\"gb-text\">Current issue and core subscriptions<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">One digital issue, one print issue, digital plus archive, and print plus digital and archive. State region, delivery, access, renewal and cancellation before checkout.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Repair now<\/span>\n\n\n\n<span class=\"gb-text\">Gift<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">A separate route for print, digital or a collection: recipient, delivery date, message, activation and renewal ownership must all be clear.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Low-burden test<\/span>\n\n\n\n<span class=\"gb-text\">Reviewed books<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Exact editions, ISBNs and disclosed affiliate links from reviews, issue shelves, contributor pages and selected subjects. Do not hold third-party stock for the first test.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Rights-cleared test<\/span>\n\n\n\n<span class=\"gb-text\">Archive choices<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">A selected year, decade, subject or contributor collection; then digital membership and institutional access if one smaller trail proves demand and metadata cost.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">One title only<\/span>\n\n\n\n<span class=\"gb-text\">Owned books<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">One edited archive anthology as a proper EPUB and print-on-demand book, with documented rights, cover, metadata and ISBNs. Compare Kobo with IngramSpark or another approved distributor.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">One event only<\/span>\n\n\n\n<span class=\"gb-text\">Salon or issue launch<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Test a member-inclusive event or a paid non-member ticket with a clear follow-up route. Record attendance, contribution, Letter signups, paid conversion and staff hours.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Owner-approved test<\/span>\n\n\n\n<span class=\"gb-text\">Younger reader and supporter<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">A student or under-26 entry route; and a voluntary higher contribution with no editorial influence, unsupported tax claim or burdensome benefits.<\/span>\n<\/dd>\n<\/div>\n\n\n\n<div>\n<dt>\n<span class=\"gb-text programme-stage\">Enquiry first<\/span>\n\n\n\n<span class=\"gb-text\">Institutions and licensing<\/span>\n<\/dt>\n\n\n\n<dd>\n<span class=\"gb-text\">Library, university, school or research access; reprints, extracts, syndication and reading packs where rights, stable access and support can be stated.<\/span>\n<\/dd>\n<\/div>\n<\/dl>\n<\/section>\n\n\n\n<section class=\"programme-section programme-section-tinted\" id=\"distribution\" aria-labelledby=\"distribution-title\">\n<div class=\"shell\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">04<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Channels<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"distribution-title\">Give every channel one job<\/h2>\n\n\n\n<p class=\"gb-text programme-intro\">The channel is useful only when it moves a reader to an owned page, the Letter, a purchase or a renewal. Reach without that next step is not growth.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"programme-channels\">\n<article>\n<p class=\"gb-text programme-kicker\">Own the relationship<\/p>\n\n\n\n<h3 class=\"gb-text\">Email and RSS<\/h3>\n\n\n\n<p class=\"gb-text\">The Salisbury Letter keeps contact after a visit; stable feeds serve readers who prefer them. Article, archive, event and partner pages should all offer the same explicit next step.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> confirmed signups, return visits, paid conversion, renewal and production time.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Durable discovery<\/p>\n\n\n\n<h3 class=\"gb-text\">YouTube and audio<\/h3>\n\n\n\n<p class=\"gb-text\">Start with one editor\u2013contributor conversation per issue, a transcript and an audio version from the same recording. Do not promise a weekly show, studio or separate podcast operation.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> completion, referral to an owned page, Letter signup, paid conversion and hours to produce.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Distribution, not a destination<\/p>\n\n\n\n<h3 class=\"gb-text\">X \/ Twitter and approved social accounts<\/h3>\n\n\n\n<p class=\"gb-text\">Use article links, short arguments, quotations, covers and event notices around each issue. Every post points to the article, Letter or offer; there is no daily-posting promise.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> attributable site visits and confirmed relationships, not followers or impressions alone.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">High-intent relationship<\/p>\n\n\n\n<h3 class=\"gb-text\">Events and salons<\/h3>\n\n\n\n<p class=\"gb-text\">Test one online salon, issue launch or substantial conversation before setting a cadence. Reuse the recording, transcript and extracts only where consent and rights allow.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> attendance, net contribution, Letter signup, member conversion or retention, and staff time.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Existing demand<\/p>\n\n\n\n<h3 class=\"gb-text\">Search, archive and reviewed books<\/h3>\n\n\n\n<p class=\"gb-text\">Structured issue, writer, subject and book pages can meet searches already prompted by the Review&#8217;s work. Add Bookshop links only to exact editions and disclose the relationship.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> discovery-to-reading paths, attributable sales and archive-product interest.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Borrowed trust<\/p>\n\n\n\n<h3 class=\"gb-text\">Scruton, bookshop, university and library partners<\/h3>\n\n\n\n<p class=\"gb-text\">Propose a rights-cleared Scruton history and reading hub, one useful joint event or reading route, and specific institutional enquiries. Agree scope and reciprocal promotion first.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> approved referrals, qualified enquiries, Letter signups and purchases.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Book distribution<\/p>\n\n\n\n<h3 class=\"gb-text\">Kobo and print-on-demand<\/h3>\n\n\n\n<p class=\"gb-text\">Use Kobo, IngramSpark or another approved route for one real edited publication, not the existing PDF directory. Pre-orders or qualified demand come before full production.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> rights and production cost, net sales, returns, support and reader acquisition.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Magazine distribution<\/p>\n\n\n\n<h3 class=\"gb-text\">Exact Editions and Pocketmags<\/h3>\n\n\n\n<p class=\"gb-text\">Compare written terms for current issues, back issues and institutional access: fees, customer data, entitlement, discoverability, support and net new buyers.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Measure:<\/strong> contribution and genuinely new relationships, not the presence of another listing.<\/p>\n<\/article>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n<section class=\"programme-section shell\" id=\"relationship\" aria-labelledby=\"relationship-title\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">05<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Reader relationship<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"relationship-title\">The Letter and moderated correspondence<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"programme-channels programme-relationship\">\n<article>\n<p class=\"gb-text programme-kicker\">Free front door<\/p>\n\n\n\n<h3 class=\"gb-text\">The Salisbury Letter<\/h3>\n\n\n\n<p class=\"gb-text\"><strong>Promise:<\/strong> one archive essay each month, plus a short editor&#8217;s note when each quarterly issue appears. Begin there; increase cadence only if the editor can sustain it.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Each edition:<\/strong> a named sender, one current essay, one archive connection, one editorial note and one clear next action.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Journey:<\/strong> a visible sample, article and issue signups, double opt-in, a short welcome sequence, explicit preferences and easy unsubscribe. Transactional customer records are not silently enrolled.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Decision evidence:<\/strong> confirmed signup, click and return, archive use, free-to-paid conversion, unsubscribe and staff time. Open rate is secondary because privacy controls make it unreliable.<\/p>\n<\/article>\n\n\n\n<article>\n<p class=\"gb-text programme-kicker\">Correspondence, not engagement bait<\/p>\n\n\n\n<h3 class=\"gb-text\">Letters, not an open comment section<\/h3>\n\n\n\n<p class=\"gb-text\"><strong>Proposal:<\/strong> named registered readers submit a letter attached to an article. The editor may hold, reject, edit with agreement or publish it; publication consent is separate from account contact.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Public record:<\/strong> show the chosen reader name and, only if consented, a general location. Keep email and account details private. Published letters remain with the article they answer.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Not proposed:<\/strong> instant anonymous posting, likes, rankings, follower counts, an endless feed or a third-party comment embed.<\/p>\n\n\n\n<p class=\"gb-text programme-test\"><strong>Decision evidence:<\/strong> qualified submissions, publishable proportion, response time, repeat reading, member retention and a fixed weekly moderation allowance. Pause submissions if the allowance is exceeded.<\/p>\n<\/article>\n<\/div>\n<\/section>\n\n\n\n<section class=\"programme-section programme-section-tinted\" id=\"ninety-days\" aria-labelledby=\"ninety-days-title\">\n<div class=\"shell\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">06<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">First 90 days<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"ninety-days-title\">Repair, measure, then test<\/h2>\n<\/div>\n<\/div>\n\n\n\n<ol class=\"programme-phases\">\n<li>\n<p class=\"gb-text programme-kicker\">Days 1\u201330<\/p>\n\n\n\n<h3 class=\"gb-text\">Establish the truth<\/h3>\n\n\n\n<ul>\n<li class=\"gb-text\">Define active paid membership and reconcile it with buyers, renewal cohorts and the separate subscriber hub.<\/li>\n\n\n\n<li class=\"gb-text\">Fix and re-test mobile subscription visibility, the standard cart action and digital checkout.<\/li>\n\n\n\n<li class=\"gb-text\">Build a product contribution account including offline income, fulfilment and labour.<\/li>\n\n\n\n<li class=\"gb-text\">Time the main buyer tasks and run the twelve-task test with three representative editors.<\/li>\n\n\n\n<li class=\"gb-text\">Audit consent, archive rights and the cost of article metadata or OCR.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>\n<p class=\"gb-text programme-kicker\">Days 31\u201360<\/p>\n\n\n\n<h3 class=\"gb-text\">Build the owned route<\/h3>\n\n\n\n<ul>\n<li class=\"gb-text\">Publish an owner-approved Letter sample, signup page, double opt-in and welcome sequence.<\/li>\n\n\n\n<li class=\"gb-text\">Instrument product view, checkout, purchase, failed payment, renewal, Letter signup and paid conversion.<\/li>\n\n\n\n<li class=\"gb-text\">Add edition data and disclosed Bookshop links to selected reviews.<\/li>\n\n\n\n<li class=\"gb-text\">Write the named-reader letters policy and time one moderation session using synthetic submissions.<\/li>\n\n\n\n<li class=\"gb-text\">Draft the Scruton hub and one archive product for rights and cost review.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>\n<p class=\"gb-text programme-kicker\">Days 61\u201390<\/p>\n\n\n\n<h3 class=\"gb-text\">Run bounded pilots<\/h3>\n\n\n\n<ul>\n<li class=\"gb-text\">Send two approved Letter editions on the promised cadence.<\/li>\n\n\n\n<li class=\"gb-text\">Run one renewal or lapsed-reader test with lawful contact and explicit authority.<\/li>\n\n\n\n<li class=\"gb-text\">Test one recorded conversation or salon and one small X \/ YouTube distribution package.<\/li>\n\n\n\n<li class=\"gb-text\">Obtain archive-distributor or institutional terms and cost one anthology.<\/li>\n\n\n\n<li class=\"gb-text\">Report contribution, member-equivalents, rights cost and staff hours; keep, revise or stop each route.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<\/div>\n<\/section>\n\n\n\n<section class=\"programme-section shell\" id=\"decisions\" aria-labelledby=\"decisions-title\">\n<div class=\"programme-heading\">\n<p class=\"gb-text section-number\">07<\/p>\n\n\n\n<div>\n<p class=\"gb-text eyebrow\">Owner decisions<\/p>\n\n\n\n<h2 class=\"gb-text\" id=\"decisions-title\">Answers needed before launch<\/h2>\n<\/div>\n<\/div>\n\n\n\n<ol class=\"programme-decisions\">\n<li>\n<span class=\"gb-text\">1<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Result<\/strong> Is the objective break-even, a funded editor, a stated annual surplus, or doubling paid membership over a defined period?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">2<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Baseline<\/strong> How many active paid members exist today, and how do they overlap with the 444 online buyers and offline subscribers?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">3<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Owner<\/strong> Who is accountable for sales, audience, correspondence and monthly reporting?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">4<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Capacity<\/strong> How many staff hours and how much cash may each pilot use?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">5<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Economics<\/strong> What are print, postage, fulfilment, editorial, hosting and offline-income figures by product?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">6<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Rights<\/strong> Which works may be sold as web text, EPUB, audio, video, event material or licensed extracts?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">7<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Contact<\/strong> Which readers may lawfully receive editorial, renewal, failed-payment and win-back messages?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">8<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Cadence<\/strong> Can the editor sustain the monthly Letter, quarterly issue note and one pilot conversation without weakening the magazine?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">9<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Letters<\/strong> Who moderates reader correspondence, within what weekly time allowance and publication standard?<\/p>\n<\/li>\n\n\n\n<li>\n<span class=\"gb-text\">10<\/span>\n\n\n\n<p class=\"gb-text\"><strong>Stop rule<\/strong> What result causes each offer or channel to continue, change or stop?<\/p>\n<\/li>\n<\/ol>\n\n\n\n<details class=\"wp-block-details programme-evidence is-layout-flow wp-block-details-is-layout-flow\"><summary>Evidence, calculations and boundaries<\/summary>\n<div>\n<p class=\"gb-text\"><strong>Commercial snapshot:<\/strong> read-only WooCommerce analysis on 28 July 2026. It excludes postal and cheque sales, newsstand income, advertising, grants and every cost.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Retention arithmetic:<\/strong> the working data implies about 306 new buyers a year. At 65% retention, the three annual results are approximately 595, 693 and 756. Solving the same equation for 888 after three cycles gives about 74.5%. Both assume acquisition holds and customer identity is reconciled.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Live-site review:<\/strong> anonymous desktop and 390px checks on 14 August 2026 covered the homepage, shops, basket, digital checkout, archive, article index, site search and a current book review. No order or customer message was submitted.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Task evidence:<\/strong> the production buyer paths above were observed, but human completion times were not recorded. The prototype editor kit specifies twelve tasks, a twenty-minute orientation cap, three representative participants and a 90% unassisted threshold; its status is not yet run.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Reviewed books:<\/strong> <a href=\"https:\/\/uk.bookshop.org\/affiliates\/profile\/introduction\">Bookshop.org UK\u2019s affiliate page<\/a> explicitly includes magazines, publishers and web publications and stated a 10% return on referred sales when checked on 14 August 2026.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Scruton routes:<\/strong> the <a href=\"https:\/\/www.roger-scruton.com\/book-shop\/all-books\">official Roger Scruton book shop<\/a> carries a priced catalogue; the <a href=\"https:\/\/www.scruton.org\/scruton\">Legacy Foundation<\/a> curates lectures and recordings and runs <a href=\"https:\/\/www.scruton.org\/online-programs\">reading groups, conversations and book launches<\/a>. Linking or joint work still requires agreement.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Archive and book distribution:<\/strong> compare <a href=\"https:\/\/institutions.exacteditions.com\/\">Exact Editions<\/a> and <a href=\"https:\/\/sellers.pocketmags.com\/\">Pocketmags<\/a>. <a href=\"https:\/\/kobowritinglife.zendesk.com\/hc\/en-us\/articles\/360058975732-Setting-up-a-New-eBook\">Kobo Writing Life<\/a> and <a href=\"https:\/\/www.ingramspark.com\/how-it-works\/distribute\">IngramSpark<\/a> are candidate routes only after a properly edited, rights-cleared publication exists.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Rights:<\/strong> every archive, ebook, audio, video, event, excerpt and licence proposal remains subject to documented contributor and publisher rights.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Prototype:<\/strong> synthetic content only. It has no customer records, payments, mailing list or protected archive files and does not authorise a production change.<\/p>\n\n\n\n<p class=\"gb-text\"><strong>Authority:<\/strong> no customer message, recurring charge, price, external publishing account, event, archive reuse or production deployment follows from this page without named approval.<\/p>\n<\/div>\n<\/details>\n<\/section>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>Current commercial constraints, retention scenarios, offers, reader relationships and bounded channel tests for the Salisbury Review.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-32","page","type-page","status-publish"],"_links":{"self":[{"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/pages\/32","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/comments?post=32"}],"version-history":[{"count":1,"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/pages\/32\/revisions"}],"predecessor-version":[{"id":41,"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/pages\/32\/revisions\/41"}],"wp:attachment":[{"href":"https:\/\/templates.mavie.uk\/salisbury\/wp-json\/wp\/v2\/media?parent=32"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}