I've got the last 70 issues of Dungeon, but only about 10 or fewer total issues of Dragon. Here's why, by way of answers to your question.
Erik Mona said:
1. Why don't you buy the magazine?
2. What sort of changes would make you more likely to give it another look?
1. I don't buy Dragon because it has too much crunch. I see many other posters share this same basic view, but I repeat it nonetheless. I think it's because Dragon is styled as the player's magazine. Players seem to love new crunch. I like some, but it gets overwhelming. I really don't need or want any new feats or prestige classes--even when I play but especially when I DM. I purchased and subscribe to Dungeon to get adventures. Fitting, since it is a DM's magazine.
Of the Dragon issues I have for d20, here were my reasons for buying:
#310 - DM's screen.
#309 - 15 tips to speed up combat (also intirgued by Sun Tzu's D&D startegies)
#298 - I have no idea. Probably the battlemat.
#297 - DITTO.
#296 - It must have bee the Greyhawk gazetteer index.
#295 - Likely the tower dungeon tiles.
#294 - For the write-up of Greyhawk gods, particularly Rao.
#285 - RTTTOEE tie-in information (but I never ran the module).
Unfortunately, I used none of this information to any appreciable extent in my D&D game except the DM screen. The screen was not particualrly well-done, but I have used it. I recently borrowed a deluxe DM screen and may very well upgrade to it (it had better information and the landscape layout is preferable to me).
2. I would give Dragon another look if it had more DM-friendly content. After all, the DM is a player, too. I don't suppose Dragon could run adventures, but even an annual Dragon adventure issue would probably get my attention. Dragon could offer mini-campaign settings or revisions of old settings. Birthright would get a look from me. It doesn't have to be complicated. In fact, it shouldn't be. It should build on the core game in new & creative ways. I don't need a dozen new feats and prestige classes for a mini-campaign setting; I need the flavor text (the fluff) to make the setting compelling.
Perhaps some ideas for running a core D&D game with low magic and high adventure in the vein of authors like Robert E. Howard (without stepping on any licenses) with ideas on how to limit spellcasters and a simple presentation of two oppposing deities in the setting (like a good, healing god and a bad, corrupting snake god). Standard D&D foes are presented in gritty fashion, but the emphasis is on human, non-magic heroes (especially barbarians) battling strange mystics and their monstrous servants. Now, you have my attention.
Or a mini-campaign setting describing how to run a more modern D&D game set shortly after the turn of the 20th century in which the player characters are all associated with a university that has a group that investigates paranormal incidents remniscent of the writings of Howard Lovecraft (here again being careful not to step on any licensing toes). Maybe the PCs are restricted to the NPC classes in the DMG (but can't just can't advance as adepts without studying dangerous tomes of ancient or alien lore) but can have guns per the rules described in the DMG. Maybe you throw some modern craft, knowledge and prefession skills in the mix and a pilot skill. The monsters of the MM take on a more horrific element when encountered in the non-fantasy setting with character f weaker classes. Now, my interest in that issue is piqued.
The early d20 mini-games in Polyhedron based on the D&D rules were great (especially Omega World) and similar articles would be worthwhile for Dragon (although I suspect many readers don't want non-sword-&-sorcery content in their magazine). Simialrly Star Wars RPG content, especially adventures, could get me to look at Dragon. (Same concern, though.)
Tie the Dragon content to Dungeon adventures. If there is a new Adventure Path in Dungeon, put some setting information in Dragon. NOT new feats, etc. that make the Dungeon adventure useless (or less useful) without the Dragon information; but maybe an area map or a secret set of runes in which messages may be written in that setting. The article on dwarven dethek runes from an old Best of Dragon (# IV, I think--the only one I've got) is one of my favorites. Articles on subjects like runes add a lot of flavor to many games.
Whatever you do with Dragon, you've got to promote it. Here and Dungeon are good ways to reach consumers like me. Otherwise, I don't give the magazine much of a look. I haven't this calendar year.
So, that's my advice for Dragon.