Stop-Loss Order A regional publisher is building back its critical subscriber base after an extensive period of declining numbers. Initially, the publisher's parent company wrote off the losses, believing that overall consumer interest in the publication was simply waning. However, after noticing an alarming drop in subscriptions during one measurement period, management realized that something more significant was going on. What was it – and how could they reverse the trend quickly? The Beta Approach Time was of the essence. The publisher's parent company was preparing to make a significant business decision about the publication's future within a matter of days. The publication's direct management needed information that clearly identified the problem and pointed to a reasonable solution

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