Reader's Digest Association, publisher of the world's largest
paid-circulation magazine, will stop holding sweepstakes after
41 years to focus on more efficient ways to attract subscribers.
The switch means the paid circulation Reader's Digest Magazine
promises to advertisers will fall to 10 million by 2004 from 11
million now. The company first used sweepstakes, which invite
prospective subscribers to enter contests, in 1962.
Reader's Digest will continue to use methods such as telemarketing
and the Internet to manage circulation, which fell to 12 million
last year from more than 17 million in 1985. These customers are
more likely to renew subscriptions, said Dawn Zier, the magazine's
circulation director.
Subscribers from sweepstakes offers tend to "disappear after
six months," said Dennis McAlpine, of independent research
company McAlpine Associates.
Reader's Digest reduced its use of sweepstakes two years ago
after 32 states said publishers were creating the false impression
that subscribing increased consumers' odds of winning prizes.
Sweepstakes produced about 8 percent of new subscriptions in the
fiscal year ended June 2002, down from almost half in 2000, a
spokesman said.
The reduction in the "rate base," or circulation promised
to advertisers, may help Reader's Digest attract more advertisers,
McAlpine said.
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Wheel of Fortune and Lincoln
Mercury Kick off Sweepstakes
Wheel of Fortune has teamed with sponsor Lincoln Mercury to kick
off a sweepstakes offering viewers a chance to win one of 20 vehicles.
The "20 Cars in 20 Days Sweepstakes" begins April 24
and runs through May 21. Each night Wheel of Fortune watchers
have the chance to win one of 20 vehicles from the 2003 Lincoln
Mercury line-up. The sweepstakes marks the 20th anniversary of
Wheel of Fortune in national syndication and Ford's 100th anniversary.
Lincoln Mercury is a division of Ford Motor Co.
To enter the sweeps, viewers—about 36 million per week—log
onto www.wheeloffortune.com
to post that day's Bonus Puzzle Solution. Spin that wheel.
