There's more where that came from...

Here's an interesting promotional device from Britain, one we're not aware is being widely used in Canadian or other North American magazine launches: the "taster edition". It seems to be a cross between a sample issue and a free-standing insert. In this case, as reported in the Guardian, News International, Rupert Murdoch's behemoth publishing company (among other titles, the London Sunday Times) is giving away 2 million copies of a 28-page "taster" of its new InsideOut shelter magazine starting March 16. The taster will be distributed with the Sunday Times homes and travel magazines. The magazine itself (first launched in Australia) is a 180-page largely newsstand-sold monthly (at£3.20 -- approx C$7.50) about homes, interiors, lifestyle and the property market, what editor Lisa Helmanis, said was a "fresh approach to a tired sector".