If you offer weekly trials, I recommed updating at least a couple times per week. If you can't update more often, maybe just offer the monthly membership for now. You'll get less joins, but more money per join... and all members will have time to experience a few updates and see how the site is growing.
3 day trials typically convert the best, but you need to have updates daily or almost daily to run 3 day trials.
Whatever you do, it's going to take several months to really see the numbers pan out. 60% cancellations isn't necessarily bad on a trial membership. If the ones that stay don't cancel for several months, then you can still easily be in line with the industry averages of about 3 months per join.
Also, most billing companies offer some great billing options for member retention. Epoch offers a reduced price option that can be presented to any member when they try to cancel. Ibill offers a way to set up join options where monthly charges decrease the longer they stay a member and I'd bet CCBill has something similar.
Of course, the other obvious thing... at $24.95, you're charging more than quite a lot of amateur sites. Do you have a competitive members area? Do you have a variety of products for members to check out between your own updates?
Good luck,
Khy
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