People
I've been thinking of doing this for a while now and this seems like a good time.
I would like to consider myself to be the average member, if I have a few extra minutes at work I'll take a quick look at the web site. I have been to one winter get together, had a good time but more than likely won't go to another one unless it's close to home. 
I have been a member for around 10 years, and the only real reason is the magazine. When in my opinion, the value of the magazine falls below the renewal cost, I will drop out of the club.
I think you should really focus on giving the average club member the most bang for the buck in his or her magazine.
I'm not saying that the other stuff isn't important, I'm just thinking that you need to keep the average member happy.

Howard
P.S. Chris and Becky are doing a great job with the magazine.