Premium Watch: Publications Use Relevant Gifts

Harvard Business Review has added a teaser in a black circle on its acquisition effort, a 4" x 9-1/4" envelope. It reads, "Practical Advice for Turbulent Times," and demonstrates that HBR is attempting to show prospects that its current editorial will help readers get through this rough patch. Accordingly, that teaser relates to the premium inside, which is shown on the side of the voucher page and mentioned in the "Executive Benefits Summary": "LEADERSHIP INSIGHTS: 15 Unique Perspectives on Effective Leadership-130 pages of thought-provoking and actionable articles," followed by the crucial words, "FREE with your paid subscription." The premium also gets a two-sided buckslip that shows its cover as well as all the article titles and authors in the "article collection," such as "The Job No CEO Should Delegate." With such a voluminous collection, HBR is living up to its "Practical Advice" promise and staying relevant with potential readers (Archive code #205-175475-0905).

Finally, while most magazine premiums don't seem to make it onto the envelope, Morningstar FundInvestor puts its on the back of its #10. In big red type, it says, "Now Available!" and then describes the gift: "Year-end Analyst Reports: on the same 500 funds covered in the Funds 500 annual guide. A $39.95 value-Free." Of course, if it warrants attention on the outer, you'd think it also would get mentioned in the letter. Nope. Rather, it, along with four "bonus reports," is listed on the subscription benefits page. Those four reports also are listed on the back of that voucher page, again touting the "$40 value" along with long descriptions of each of the reports, such as "Managers Who Eat Their Own Cooking: Do you want to invest with a manager who runs a fund but invests elsewhere? We like managers who have their own money on the line" (Archive code #270-704780-0905B).