Mags Canada makes "Buy 2, get 1 free" offer to a million+ potential magazine readers

Magazines Canada is launching a national subscription-selling campaign promoting a Buy 2, Get 1 FREE offer. It will be targeted to over 1 million magazine readers across the country.

Inspired by the Canadian Marketing Association award-winning 2003 campaign, it will be supported by direct response print ads, online advertising and a website which will highlight 155 diverse Canadian titles.

"We're using magazines as the incentive.., said Michael Fox, Senior VP of Circulation & Development at Rogers Publishing Limited and a volunteer who has been driving the co-operative direct marketing campaign. "This was our winning offer out of the three that were tested in the 2003 campaign. It encourages multiple sales and trials of lesser-known titles.

"Canadians are not generally aware that there are so many Canadian magazines available. This provides an opportunity to increase that awareness and offer these titles at great savings."

In both English and French markets 1.3 million packages are being distributed, using addressed and unaddressed admail, newspaper insertion and magazine outserts. The direct response ads (donated by participating Magazines Canada member titles and members of regional magazine associations) will direct consumers to the campaign website. The campaign is being financially supported by the Government of Canada through the Canada Magazine Fund of the Department of Canadian Heritage, the Ontario Media Development Corporation, Canada Post, Cornerstone Group of Companies and over 150 Canadian magazine publishers.