Why readers respond. (Feedback).

I believe a significant reason people do not respond as often as they might (to magazine articles), is that when a response is sent in, there needs to be a direct and timely response to that reader's letter or e-mail--especially e-mail, as the response is so easy. When sending in a letter to the editor and no response is received, even if the letter is published three months later in a future issue, it does no service to the immediate issue brought to light by that reader.

What happens is the reader is then somewhat offended and certainly dissuaded from responding any more to that publication and maybe to all publications. It may be unfair to lump all editorial staffs into the same pool, but people do make generalizations.

Another aspect is that you are publishing a business-service magazine and it is not something too many people feel passionate about, so it is a little harder to stop a busy schedule and write a letter or e-mail. I have certain passions that will engender an immediate response when I either agree or disagree with something in print. It will cause me to generate a response quicker than anything else, but it is a passion, not my job. Of course, I assume you are aware of this aspect, but I thought I would add this point, regardless.

--Jim Alexander, senior systems administrator, Longs Drug Stores [e-mail] (Opinions expressed are mine, not Longs Drugs'.)