Why do single-issue periodicals cost a few times more than under subscriptions? - Page 2

keeska · 08-11-2014, 06:40 PM

Quote:

Subscribers are what magazines actually sell - to advertisers. Selling the actual magazine to readers is a sideline.

Magazines sell the number of subscribers to advertisers. Advertisers pay for access to the subscribers.

Ad rates are somewhat complex but the more subscribers a publication has the more of the higher paying advertisers it can attract which means more competition for pages in the publication. End result is more revenue for the publisher.

For various reasons the same ad in a single copy purchase of a magazine isn't worth as much so the publisher not only needs the higher cover price to encourage subscriptions but also to offset publication costs.

sakura-panda · 08-12-2014, 10:43 AM

I also think (based on personal experience only) that magazine subscriptions are also subsidized by the sale of subscriber's information to related advertisers.

The last time I had magazine subscriptions, I also got a lot of junk mail -- on top of all the "subscribe now and save!" offers. About four years ago, I let all of my subscriptions lapse and now I get almost no junk mail. I've recently resumed purchasing magazines, but I am buying them at the store, one issue at a time, because I am afraid that if I get a subscription, I will be put back on all those advertising lists!

AnemicOak · 08-12-2014, 11:28 AM

Quote:

Originally Posted by sakura-panda

I also think (based on personal experience only) that magazine subscriptions are also subsidized by the sale of subscriber's information to related advertisers.

I'm sure there's some of that. Especially with more main stream titles that very highly discount their subscriptions. Subscriber numbers/stats are useful/desirable to publishers for use in selling the ads that appear in the issues as well.

theducks · 08-12-2014, 01:17 PM

Subscription numbers generate higher advertising rates.
News stand sales are soft numbers because unsold copies are returnable for credit.

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08-12-2014, 10:43 AM	#17
sakura-panda Guru Posts: 923 Karma: 9558874 Join Date: Oct 2008 Location: Southeast Michigan, USA Device: 2017 10.5" iPad Pro (Kobo, NOOK, Kindle, Google Play Books & Scribd)	I also think (based on personal experience only) that magazine subscriptions are also subsidized by the sale of subscriber's information to related advertisers. The last time I had magazine subscriptions, I also got a lot of junk mail -- on top of all the "subscribe now and save!" offers. About four years ago, I let all of my subscriptions lapse and now I get almost no junk mail. I've recently resumed purchasing magazines, but I am buying them at the store, one issue at a time, because I am afraid that if I get a subscription, I will be put back on all those advertising lists!

08-12-2014, 01:17 PM	#19
theducks Well trained by Cats Posts: 29,800 Karma: 54830978 Join Date: Aug 2009 Location: The Central Coast of California Device: Kobo Libra2,Kobo Aura2v1, K4NT(Fixed: New Bat.), Galaxy Tab A	Subscription numbers generate higher advertising rates. News stand sales are soft numbers because unsold copies are returnable for credit.