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Emerald Group Publishing Limited
Copyright © 2003, MCB UP Limited
I recently responded to a promotional leaflet offering a chance to subscribe to a major daily newspaper. The attraction was that the subscription price is about one third of the daily cover price. Since, I already read (and buy!) this newspaper every day, this was an excellent offer for me – but not perhaps to the newspaper who presumably receives less money from my readership. I do not profess to understand "marketing", but no doubt the marketing executive behind this programme will consider it to have been a major success.