As a subscriber I am mostly interested in the chess content of the site. I don't care too much about a member section and so on... I will NOT use it - I just want to download the monthly games and have my fun replaying them.

Getting new subscibers? Well - you will need some refreshment and a more clearcut message. Perhaps some free stuff to bring back people to the site more than once - they may become subsribers in the long run. Moreover I think there are a lot of old contents that should be deleted. But that's a decision the owner has to make and I am (luckily!) only a customer.