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Cutting the Cards
Back in the dark ages of the early 1970s, I subscribed to several magazines, all of which arrived with a plethora of "tip-ins"--loose advertising cards that scattered over the floor, your lap, the couch. These nuisances so incensed me, that I complained to Lewis Lapham, then publisher of Harper's (I think.) Mr. Lapham personally responded, telling me, in essence, "Get over to it!" He said the cards were here to stay. Decades passed with me grumbling in living room, the library, at the newsstand.
Now, vindication! Philips Electronics is paying Hearst, publisher of Redbook, O At Home, Weekend and House Beautiful, $2 million to eliminate the cards from the September issues. It's part of Philips's marketing promise to make life easier for people. The cards only generate about 12% of subscriptions anyway, although publishers still find them cost effective, according to WSJ.com - Cutting Out The Subscription Cards -- Literally. Listen to this article
Now, vindication! Philips Electronics is paying Hearst, publisher of Redbook, O At Home, Weekend and House Beautiful, $2 million to eliminate the cards from the September issues. It's part of Philips's marketing promise to make life easier for people. The cards only generate about 12% of subscriptions anyway, although publishers still find them cost effective, according to WSJ.com - Cutting Out The Subscription Cards -- Literally. Listen to this article
posted by Georganna Hancock M.S. | 7:11 AM
2 Comments:
That's so strange...I posted a comment but it didn't appear. Just wanted to say, I hate them too. I rip mine out as soon as I buy my magazines. What a waste of paper...and trees!
I know that technically "tip-ins" are bound with the magazine pages, but that's the term Lapham, bless his soul, used for the loose cards that fall out all over the place, and those are the ones that drive me nuts. I don't need help littering. A trail of paper follows wherever I go. I must admit that I rip out the bound ones, too, wanting my magazine pages to riffle smoothly and the reading material to lie open to whichever page I desire. Is this yet another form of OCD?
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