Premiums Still an Effective Tool to Spur Publication Subscription Sales
by dpoulos You know you really don't need that copy of the newest book "How To Survive The Real Estate Downturn And Become A Millionaire In The Process," but you subscribe to Money magazine anyway. You know you don't need that die-cast, genuine certified Commemorative Medal of Freedom, but you subscribe to Reader 's Digest anyway. Such is the power of the premium in publication sales - even smart, savvy, educated professionals react emotionally when they stand to gain something for "FREE."
The use of premiums in general marketing practice dates back to the turn of the century, with Sam Gold and later his son Gordon, who included premiums in the back of children 's books and moved quickly into adding premium prizes to packaged foods like cereal.
The basic method used then is virtually unchanged today - offer something extra along with the existing product to add value, entice a larger or slightly different audience or shift the focus of the product for a differen...Read more!
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