NGS membership in 1988: More than 10 million people
NGS membership in 2006: Roughly 5 million people.
Needless to say, we believe this (ongoing) nosedive has less to do with the internet and other externalities, and more about what National Geographic has consciously decided to become.
“The difference between the right word and the almost right word is really a large matter — it’s the difference between a lightning bug and the lightning.”
— Mark Twain