Thanks for bringing this up, Martin.
I certainly support the idea of an Online Membership. For those of us outside the UK, the current membership rates are high - about $40 USD. I know some past members who have not kept up their membership because of the cost. Others have told me they have not joined because they cannot rationalize the cost. What is unfortunate (IMO) is that much of the "excess" cost goes to postage and not to benefiting the membership. BTW, kudos to Jerry for continuing to deliver a very high quality product at a reduced cost! This is not about the Journal; but about postage and choice.
Personally, I enjoy getting my Journal online, and with any of the portable readers available today (iPad, Kindle, etc.) I can sit in my chair and read a .pdf like any book or magazine. Plus, it allows for all-color issues and very high quality photos that I can expand and examine in much more detail! What's not to like? Honestly, I used to subscribe to about 6 hard-copy magazines; now I get them all (and a few others!) online for less money. It's the way of the world.
Now, I know that some of us like the hard copy journal - and that's fine - but it is very costly. I think those that want a hard copy should have one, but should support it with their own money. Those who want only a.pdf should pay less. There should be a choice. A lower membership fee can't help but attract new members and bring back (perhaps) some old ones. This is good for the Society.
The simplest way to set membership fees is to take the annual cost of running the Society, subtract Journal postage, and divide by the number of current members. I hope that there would be included in this calculation a small reserve for a "rainy day." Not knowing what these numbers might be, I have no idea where this would leave us. Obviously, we need to at least break even. If you want to subscribe to the hard copy journal, then add postage to this number and there you have it.
As to affordability, I would love it if the annual subscription were in the range of $25 - $30 USD - or about 15 - 20 GBP. I think that's affordable and the benefits of the Society are worth every penny of that to me. If the Online Membership were 20 GBP - $30 USD - everyone would get a discount, and those what want the hard copy Journal would still pay a reasonable fee.
If the Society is to fulfill its mission of promoting flats world-wide, it needs to be affordable and provide a set of benefits that is attractive. Unfortunately, with the hard-copy Journal we are in the publishing business, which is dying. We need to find a way to make the Society a value to members. This website and the Journal are important benefits, and I'd like to see them more available to the world.
Thanks.