Well AJ, that's an interesting viewpoint, and one which I am fully aware of. However, I can't agree that we're wrong.
Since December 2005 newsstand buyers have been able to access the online perks via a printed code. That code was valid for a fixed length of time, and to continue accessing the content, they had to keep buying the magazine. That has been taken away from them, without even so much as an explanation. Hardly an enticement for people to open their wallets.
Advertisers do not solely base their buying of ads on the subscription base, but take into account the entire circulation. A larger subscription base is a good thing for sure, but overall they just want to get their name out in front of as many people as possible. Not only that but they are interested in targeted markets. MRC isn't interested in getting their ads in Good Housekeeping, as that magazine (which has a humongous circulation compared to FSM) doesn't attract buyers of models. They are not going to turn up their noses at people who only buy three magazines per year. In other words, if one modeling magazine sells 1,000,000 copies per month, but only has a subscription base of 100,000, and that is competing with another modeling magazine that has 200,000 subscribers but only sells 500,000 magazines, they will opt for the larger circulation. Well, actually they'll buy ads in both magazines and try to entice the full 1,500,000 readers, and try to leverage the price downwards by pointing out the smaller circulation! By the way, I've sold ads for magazines before and know first hand what a cut-throat business it is!
My point is if FSM/Kalmbach think this is going to encourage cherry pickers to plunk down their coin for a subscription, they're wrong. Like many decisions made today in business, they have only looked at the bottom line, and not listened to their customer base. If anything, this will likely result in a loss of buyers and subscribers.
Most modelers stick to a narrow focus (I know one guy who only does Shermans), and they're just not interested in a magazine that predominately show aircraft or German armor. You see that time and time again on the forums: not enough tanks & too many planes vs. too many tanks & not enough space craft vs. what about cars?
For FSM to succeed, they have to please as many people as possible each and every month, and I see this a step in the wrong direction. The best way to increase your subscription base is not remove perks from newsstand buyers, but to increase the quality of the publication. Look at me. Right now I subscribe and I don't like the trend. This issue has caused me to rethink renewing my subscription, and I know that I'm not alone in that.
I fear that in one sense you are quite correct. They are more concerned with the income they receive from advertisers, than the content of their magazine or the wishes of their readers. And that's a shame.