Thursday, January 18, 2007

Canadian titles continue
big discounting ways

The current offer from the Rogers Magazine Service continue to demonstrate that Canadian titles are the big discounters when it comes to trolling for subs.
  • The leader is Maclean's, which offers a $39.95 annual price, an 83% discount off the newsstand cover price. (This is no change from previous offers)
  • Next are Toronto Life ($24/77%) and Flare ($12/77%)
  • Chatelaine is $14.95, or 71% off the cover price
  • Today's Parent ($16.95 / 68%)
  • Canadian Business ($34.95 / 67%)
  • Carguide ($15 / 64%)
  • Loulou ($16.95 / 63%)
American titles in the offer (which includes 20 Air Miles reward miles for every sub purchased and20 bonus miles if you buy 2 or more) are much less generous. This is consistent with previous offers:
  • Fitness ($22.99 / 57%)
  • Golf Digest ($34.95 / 51%)
  • Bon Appetit ($28.95 / 51%)
  • Prevention ($23.97 / 49%)
  • Vanity Fair ($36.95 / 44%)
  • Men's Health ($32.71 / 45%)


Anonymous Anonymous said...

There's the discount off the cover price, and then there's the actual dollar amount being charged. For instance, Fortune Magazine from the U.S. has a current direct mail offer for Canadians to get a year (that's 25 issues in one year) for Cdn $20. You can get 3 years for Cdn $60. I'm not sure that the prices for U.S. magazines in the Rogers Magazine Service examples cited really reflect the influence of U.S. magazines on subscription pricing of Canadian magazines on an apples-for-apples basis.

2:38 pm  
Blogger D. B. Scott said...

That's a very fair comment; it wasn't my intention to suggest that there wasn't bigger discounting going on elsewhere. The Rogers service is something that is a constant, however, and is one of the few places where you can see Canadian and U.S. titles being sold, side-by-side,over time and in Canadian dollars. I'd love to publish a compilation of a whole range of U.S. titles along the lines of what you have reported for Fortune. But I'm not aware of one.

2:52 pm  
Blogger Jon Spencer said...

$39.95 for Maclean's? Don't get ripped off [grin]! How low will we publishers go? Try $29.95+$5 in P+H = $34.95 ... AND get a FREE thingamajig:
That's 85.59% off!

And when it comes to bundles (combination sub offers), the floor's the limit:

7:18 am  
Anonymous Anonymous said...

Hey guys,

This is all very intereting, and fair game for debate. But how about some equal time for ad rate discounting off rate cards? I'd like to see that disected with equal vigour. Even the discounts from buying the 1 time rate vs the 12 time rate is quite mindboggling, let alone the real deals that are often cut. Who's zooming who?

11:10 am  
Blogger D. B. Scott said...

I would dearly love to publish similar data for the discounting of rate cards, particularly if the comparison was with similar titles and categories in the U.S. But I have never found a reliable source of such information; I would be glad of hearing of one.

5:34 pm  

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