I'm trying a little trick with distribution. I'm mailing issues out to some friends and colleagues with library cards in the front--the kind that your junior high library might have had, where each person scrawls their name on the next line and you can see who checked it out before you. It instructs people to read what they like, print their name, and give it to someone else or leave it in a conspicuous spot for another reader.
I really like the idea. Each copy is relatively expensive to print, but this way a single copy could be read by numerous people. Will it work, though? If people really like it, won't they keep it? Conversely, if people are unimpressed with the content, will they really take the time to pass it on?