When the question was asked before, some 75% of members cited the magazine as one of the most important factors in them being a member. Try doing the math without them. Bear in mind as well that some 2/3 of the membership is not on-line (or at least not regularly) so that discounts electronic publication. The BoD had discussed this many many many times.
Im not sure most members realise we probably have several hours a week correspondence between ourselves, in addition to teleconferences and physical meetings. I guarantee every suggestion is discussed and evaluated.
If we could have saved 50c anywhere, Zoesch would have done it