Time Inc. is awaiting results of a 40,000-piece direct mail test featuring a combination offer for two of its magazines.
And it’s not the only publisher testing the idea. A flurry of such promotions started last fall after the Audit Bureau of Circulations eased restrictions on advertising multiple magazines in a single offer.
Sent out in January, Time’s mailer offered a 26-issue subscription to Fortune plus 12 issues of Business 2.0 for $29.98. The piece, which looks like a billing statement, also listed some of the benefits of both titles.
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