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Article: ELLE TRIES ELLE DECOR TRIAL SUB AS INCENTIVE.
- Article from:
- Circulation Management
- Article date:
- July 1, 2002
CopyrightCOPYRIGHT 2002 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A March test package from Hachette Filipacchi's Elle is a departure for both magazine and publisher on several fronts, starting with a new premium: An intriguing cross-promotion for sibling title Elle Decor.
Functioning like a mini-trial, three free issues of Elle Decor are given with a 12-issue for $12.97 sub to Elle - a move that drops Elle's one-risk-free-issue soft offer in favor of a straightforward hard offer. While several HFM combination offers have been reported in recent months, including a renewal effort for Road & Track tied to a Car & Driver trial, this is the first new business piece tracked that uses issues of one title as a premium for subscribing ...