Page 65 - 100 Great Marketing Ideas (100 Great Ideas)

fee, so The Marketer offers a clear, tangible, and indeed monthly
benefit of membership.
People are far more likely to read something that has a price tag
attached, even if they did not actually pay the price—the value is
clearly there.

In practice

• Don’t go over the top on the cover price—it should be realistic,

considering the quality and content of the magazine.

• Make sure the price looks “natural,” as if it is about right for the

magazine, and is no more obtrusive than it would be on a paid-
for publication.

• If possible, include a subscription service telephone number.

You never know—someone might actually want to subscribe,
but in any case it increases the credibility of the cover price.

• This principle applies to other give-aways—free gifts with a

purchase should carry a price tag.

56 • 100 GREAT MARKETING IDEAS