Erik-
First off, I applaud your efforts to solicit the opinions of gamers who may or may not be readers. You've got your work cut out for you. Now onto your questions...
1. Why don't you buy Dragon?
Like what someone else said, I'm not your target market. I buy maybe 4 issues a year because most of what is there doesn't really interest me. I used to subscribe or buy every month for years during the 1E/2E times. But I quit about 2 or 3 years before 3.0 was launched. Why? Because I outgrew it and had more information in those 250-300 issues or so than I would ever be able to use. So, I decided to quit buying, period.
2. What would it take to bring you back?
For starters, more value for the price. Give me a reason to pay that hefty subscription price. How?
1. Offer pdf copies of the issues for download in a password-protected subscriber only section of the website. I use a laptop extensively at the gaming table and having the ability to cut/paste information from an issue would make me more inclined to use the material in the magazine for my game.
2. As others have said, have the E-Tools datasets available as soon as the issue is available. If I can use it in E-Tools, I will be more receptive to it.
3. Themed issues are okay, but it needs to be broader in scope. Make an effort to make
Dragon more than a Wotc-only club. Instead of an article that talks about using
Complete Arcane in Eberron, why not have an article that focuses on using material from say,
Spells & Magic from Bastion Press or
Occult Lore from Atlas Games? Show players how they can enrich their game with material other than just Wotc's.
4. Use
Dragon as a teaching tool. Every issue doesn't need to be packed with tons of new game mechanics. There is more out there than anyone can ever use. Instead, give me articles that I can use to not only grow the hobby but also show other players why they would want to buy the magazine on a regular basis. Article ideas along this line of thought would be: using skills in new and interesting ways, how to understand and play each alignment with lots of examples, practical uses for zero level spells, how to easily track and maintain spell components without bogging down gameplay, understanding when a character should go with a ranged weapon and then choosing the right one, and so forth.
5. Give me the tools to create things. If, as a player, I want to build a keep, show me how. Don't give me 10 different castles already made up. Take me through step by step on the construction, the costs, and suggested modes of offense/defense (complete with costs). Then once the basics are covered, refer me to other good sources, such as
Stronghold Builder's Guide and
Fields of Blood. Don't be afraid to make recommendations beyond the scope of Wotc books.
6. Give me fiction, but temper it with good game mechanics. Having the fiction is fine if I have a point of reference. The main character uses a new spell? Include it. An interesting NPC or two is presented? Fully stat 'em out so they are ready to be used in my game. Make the game material relevant to the fiction (and vice versa). Want to introduce new crunch? Give us some solid fiction that we can wrap the game concepts around. For example, in Mongoose's
Slayer's Guide to Trolls there was a small fiction sidebar that illustrated using trolls as PCs. A troll was nursing a broken nose while it healed and the party druid was translating a discussion between it and the barbarian (who had broke its nose). End result, the troll joined the party because she found the barbarian to be cute. The fiction set the example on using the troll as a PC.
7. More open content. I'm not saying the entire magazine needs to be open content, but having at least an article or two in every issue (with a proper OGC/section 15 designation) would go a long way for me. Get other publishers on board. Have members of their prospective design teams write an article in return for a discounted rate on an ad. For example, have Tom Knauss (Bastion) contribute an article on a locale in Wildwood or Henry Lopez do something on an organization in Arcanis.
8. Bring back the product reviews. One of the things I enjoyed about
Dragon when I collected it years ago was that they would do reviews of products and those reviews were fair, honest, and weren't afraid to speak ill of a product. Review not only Wotc products, but also other d20/OGL company works. But instead of writing reviews like what you read on the web, get people who work in the industry to write the reviews. Have people who understand the design philosophies and reasons why products are put together in a certain way. For example, ask Jamie Chambers to write a review of
Torn Asunder or Andy Collins to review
Advanced Bestiary. Not only do you get a review from a person who likely understands what the author(s) were trying to achieve, but also they can point out where the book succeeds and where it breaks down and, more importantly, why.
9. Playtesting. To be honest, you need this badly. Others here have gone into better detail about the reasons why and I will only echo their sentiments. Work harder to make things more balanced. Get a good group of playtesters and make sure the submitted articles have been gone through thoroughly before one last final edit.
10. Attitude. If there is one thing that is missing from
Dragon for me, it's the attitude of being the best. At one time,
Dragon could be relied upon to be totally kick butt with every issue because it had an in-your-face attitude. A lot of that was due to the high quality art and the even higher quality articles. Up the ante a bit. Make your articles more original, more daring, more innovative. I don't want to read about another sub-race of elf that has an incredible prestige class and is so powerful that no one will ever want to play anything but it again. I want an article that illustrates the tactical strategies of kobolds against a party of low, mid and high level characters. Show me how to not only kill the party, but make the players absolutely fear the word 'kobold' when I speak it. Likewise, show me how I can play my elf so he becomes feared by orcs by using just the core rules and maybe one or two new tricks.
11. Include more articles from established professionals. Certain authors develop 'sub-cult' followings among gamers. Why not develop a feature article series that spotlights these folks? Have Wil Upchurch go into the hows and whys of designing NPCs. Does he tend to use common feats or templates? If so, why? What is his thought process when he has to create a certain level villain? Let the gamers get closer to the designers. By giving designers a bit of the spotlight, you open the doors for increased sales down the road. If Wil's first article is a hit and generates buzz, then you can use that to your advantage 8 months down the road when he does a follow-up. This point can even be tied into point number 7 above.
12. Give me more world neutral articles. Show me how to use this stuff from Eberron in a non-Eberron setting. The Ecology of ... articles are great in this aspect because I can use them in virtually any campaign world that I am currently running. Give me articles that easily transcend the borders of different settings with little or no work. For example, show me how to fight a dragon and live without coming up with a new PrC or feats. Show me how brains can be better than steel. Then, in a followup article in that issue or next's, detail how a dragon performs best in combat.
13. More flavor with that crunch. Presenting new and interesting game mechanics is always fun. But go the extra mile and wrap a lot of flavor around that crunchy mechanic. Got a new feat? Why does it exist? How can it be used? What would inspire a player to select it and use it in a game? Give me scenarios and situations that I can point to and say, "Oh, now I understand why he gets that special ability."
Lastly, I know that
Dungeon is meant for GMs while
Dragon is a player's magazine, but a lot of players are DMs and vice versa. With the bulk of
Dungeon dedicated to adventures, it becomes quite difficult to include the number of DM related articles that I would like to see. So bring
Dragon back into the realm of being a magazine for everyone and not just one party.
Regardless how this all turns out, I wish you all of the luck in the world concerning the future of Paizo and its magazines.