Recently, magazines in Canada have jumped on the couponing bandwagon, offering deep discounts in daily deals through sites like Groupon. The idea is to build subscriptions and, perhaps, to expose the magazines to new customers who will renew. This may be a faint hope.
According to research published by Rice University (reported by ClickZ) , while 80% of deal users were new customers, only 20% return for full price purchases at participating retailers. This is an analogous experience with magazines' experience with stampsheets and agency sales; such customers are inconstant and tend not to renew well.
Surprisingly, the Rice study found that 21.7% of customers don't even bother to redeem vouchers they paid for.