Read an interesting article about how the magazine business in Sweden is slowly creating an environment of disloyalty for one time buyers. What this means is that a consumer will buy the latest edition of Elle or Glamour based on what is the give away for the month – i.e. eyeliner, make-up case, book, CD, etc. While waiting at the check-out stand, a consumer is encouraged to impulsively make a purchase. I don’t think that give aways is unique for the magazine business – all consumers are interested in freebies. What do the people who regularly subscribe get for their loyalty?
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