Synapse Group Inc., Stamford, CT, is about to launch Freebizmag.com, an online service to generate circulation for advertiser-supported trade publications distributed free to qualified readers. The service, which will start next month, uses a universal questionnaire to qualify new subscribers or to requalify existing subscribers for one or multiple titles. Algorithms are used to determine which of the hundreds of questions outlined on the questionnaire need to be answered, said Synapse CEO and founder Michael Loeb. The service qualifies only the number of subscriptions needed and holds additional subscribers in abeyance, who are then notified by e-mail if and when a publisher authorizes further subscriptions. Publishers are charged a portion of the costs to acquire each BPA-approved subscriber, a cost that is less than the internal cost of an acquisition, said Freebizmag vice president Michael Borchetta.
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