Every now and then we have a conversation in the office that goes something like this:

Me: Where's the list of the 429s?

Circulation Manager: Right here. (She's very efficient.)

Me: Oh, right. OK. Let's make some calls, do do some emails.

And what are the 429s, you might wonder? The 429s are the readers whose subscription lapsed with the most recent issue - number 429. And we want you back. We'll try with "Reminder" stickers on the cover, emails, phone calls - if you've been hearing from us lately, you are a 429, and we are thinking of you.

(Image: oldfashionedphones.com.)