'A blessing in disguise.'

Curry, Sheree R.
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, ps2
Trade Publication
This article looks at how magazine publishers in the U.S. have avoided the use of sweepstakes to drive subscription sales through the development of new marketing methods, as of October 1999. The innovations are prompted by the decline in subscriptions derived from direct-mail agent stamp sheets. The numbers dropped 30% in 1998, according to Dan Capell, editor of Capell's Circulation Report. Publishers are trying magazine-of-the-month clubs; two-year subscriptions for the price of one; and Internet offers that include free trial copies via the magazine's Web site or through services such as Quality School Plan and New Sub Services. Meanwhile, at least one expert offers a tempered perspective on the drop in sweepstakes-generated circulation. The decline sent some publishers off in a frenzy as they tried to find additional ways to increase their circulation. But it was also a wake-up call.


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