Research: Subscription cards

 The publishing industry calls these things "blow-in" cards, and they've been around for years as a way to attract new subscribers .A loose insert card will sell the features of a subscription (but not the main benefits).

 Here are some typical features:

• Is the magazine cheaper than newsstand prices?

• Is there a free booklet, report or other free gift?

• Are copies delivered to your door at no extra charge?

• Will the subscriber never miss an issue?

• Has the price has been massaged down to ‘just 42 pence a week’?

• Can the subscriber pay later?

Things to consider :

• What will your publication DO for the reader? Make a list.

• Why does he or she need a full year’s subscription? Why won’t a single issue be enough?

• What benefit will the reader miss out on if he / she doesn’t subscribe? How will it affect his life?

• What benefit will the reader receive if he / she subscribes now, rather than later?