MAGAZINE MERCHANDISING, THAI STYLE

Here are some contrasting examples of how two Thai publishers go about enticing readers to buy their magazine through the use of the 'buy one, get one free" concept that used around the world.
In the first case, Reader's Digest Thailand was selling its April edition bagged with a subscriber-only copy from more than two years previously. To me, they're saying "buy one, and get one we couldn't even give away two years go!" That might seem harsh, but on the other hand there are publishers who are doing a better job.
Last month Thailand Tatler was giving a free copy of its current Phuket Tatler edition and a useful and current Home and Decor supplement with its news stand purchases.
Much more appealing and much more valuable, in my opinion.