Wouldn't a poll like this be more interesting if you were asking the people who actually play (or want to play) 4e? I mean, it's not really a surprise that those who chose to stay with another edition aren't paying.
I understand your logic but you've based it on an incorrect assumption. Just because someone doesn't play 4E doesn't mean they won't have an use for the material. Fluff is fluff, doesn't matter what system you use it in. Articles about locations and characters (minus stat material), campaigns and magic, can all be used or adapted to other systems. Adventures are extremely usable in other systems, just change monster and NPC stat blocks. Story and plot are infinitely transportable from system to system (if you are willing to do the work of converting, not everyone is, but many do). As an example I've used a lot of 2E adventures, both from modules and
Dungeon, in my 3E games. Some of the best
D&D adventures are from other editions. DM's are always looking for good adventure material. I've even used adventures from completely different systems than
D&D (any edition).
However, for me, the "fluff" in
Dragon just isn't good enough for me to spend money on, and the adventures in
Dungeon, although usable in any system, have just not been very good (or provide the "features" I feel should be a minimum). If the adventures were of a better quality, and they provided high res, full page artwork, and keyed and unkeyed maps, then I would probably purchase a subscription. Despite the fact I'm not switching to 4E.
