When White took over as editor, "Amazing"'s circulation was about 38,500, only about 4% of which were subscribers (as opposed to newsstand sales). This was a very low ebb for subscriptions; "Analog", by comparison, sold about 35% of its circulation through subscriptions. Cohen's wife mailed out the subscription copies from home, and Cohen had never tried to increase the subscriber base as this would have increased the burden on his wife. White worked hard to increase the circulation despite Cohen's lack of support, but met with limited success. One of his first changes was to reduce the typeface to increase the amount of fiction in the magazine. To pay for this he increased the price of both "Fantastic" and "Amazing" to 60 cents, but this had a strong negative effect on circulation, which fell about 10% from 1969 to 1970.