The consumer hunger for e-gift cards has caused Rogers Publishing to launch a program for its magazines that sells whatever number of issues fit within $25 or $50 gift amounts. According to a story in Masthead subscription details and bundles of magazines were modified to fit into the standard card amounts, including taxes.
“We have seen the statistics that over 50% of shoppers will buy at least one gift card during the holiday season so we wanted to get at that market” [said Rogers Publishing senior director, multi-magazine sales Suzanne Phillips.] “A normal subscription to Chatelaine is $14.95 but for $25 including tax people will get 18 issues with the eGift Card program,” she says. Bundles of magazines were also created for the program, such as packaging three issues of MoneySense and 12 of Canadian Business for $25.