(a.k.a. the number of National Geographic Society members)
has fallen south of 4 million.
In 1988, it was 10.2 million.
It’s worth noting that an additional 1.3 million copies are “single-copy sales,” which includes the newsstand. While selling individual issues of NGM at Safeway is nice, it’s not nearly as reliable a revenue stream as membership. Far better for the Society to build its future around people who say: I belong. I’m a member. I’m with you for at least a year (and often longer).