With an eye on Christmas season, Mags Canada launches 5th co-op direct mail sub campaign

Magazines Canada has just launched the 5th iteration of its very successful circulation marketing initiative, this time two months earlier to catch the wave of Christmas season buying. The campaign, which features 191 titles this time around (22 more than last year), has come to be called "Buy 2, Get 1 Free" because that's the simple deal it offers consumer: subscribe to 3 magazines, pay for only 2.

“We’re proud to launch this year’s campaign with many exciting improvements – including a wider and more diverse selection of magazines and a unique online feature that makes gift giving so much easier,” said Barbara Bates, Executive Director, Circulation Marketing for Magazines Canada, in a release.

The campaign, which runs until the end of February, is promoted by the distribution of more than 1 million free-standing brochures via addressed admail and magazine polybag outserts (arriving in homes beginning mid-October). It's supported by print ads, search engine marketing, email promotions, social networking sites and online promotions and is financially supported by the Government of Canada through the Canada Magazine Fund of the Department of Canadian Heritage, the Ontario Media Development Corporation, Worldcolor, Cornerstone Group of Companies and CDS Global.

"This is a terrific example of co-operation among magazines of all sizes and shapes across Canada to enhance the visibility for all our magazines as well as obtain subscriptions from people who enjoy perusing the range of choices either online or in print,” said Michael Fox, Senior Vice President, Circulation & Development at Rogers Publishing Limited. “The support of all the participating magazines makes this possible.”