More than 200 Canadian magazines collaborate in "Buy 2, Get 1 Free"promotion

If ever there was a collaborative idea whose growth was deserved, it is the annual subscription marketing campaign of Magazines Canada -- known popularly by its tagline as "Buy 2, Get 1 Free".

The initiative is supported by government grants (Canadian Heritage and Ontario Media Development Corporation) and private sector sponsors with a stake in the health of Canadian magazine publishing (Quad/Graphics, Canada Post, Consumer Intelligence Group and CDS Global).

This year there are 209 magazines on offer through the end of February 2012 and more and more of them are available in both print and digital format. The idea was first launched in 2003 and in 2007 sold about 10,000 subs. In 2009 it sold 14,600 and last year, even in the teeth of the recession, sold more than 13,000. Ninety-seven per cent of respondents consistently take advantage of the 3-for-2 deal.

"This is a unique and important campaign," says Darlene Storey, vice president of consumer marketing at St. Joseph's Media. "It brings together magazines of all sizes from across the country, in a way that allows them to support each other and gain greater national exposure. This means more access and more selection for Canadian consumers."

Entirely aside from the salutary effect of working together to get Canadian magazines into Canadian readers' hands, the promotional program is simply a great deal.

[Disclosure: Magazines Canada and CDS Global advertise on this site.]