A real circulation drive

In an interesting piece of cross promotion, the Canadian Autombile Association (CAA) is offering subscriptions to the monthly kids' magazine The Magazine for a discounted rate of $24.95 (normally $29.95), with the stated benefit of turning 25% of the revenues over to help support school safety patrol programs. It was promoted in the December e-letter circulated to CAA members in south central Ontario this week.

The magazine uses partnerships to significant effect, selling at at Safeway, Dominion Stores and Sobey's checkouts with the promotional hook of diverting part of the sale price to support things like the Kids Help Line.

The full name of the publication is The Magazine (Not for Adults) and it started out in 1993 as the Jr. Jays magazine, before being renamed. It is published by the Community Programs Group of Toronto, a division of Markplan Inc.