All about loyalty

Today, I was looking forward to renewing my subscription to ImagineFX when I noticed something kind of funny. Taking out a whole new subscription would actually be a lot cheaper than renewing my old one. Now, this confused me, since I’ve always assumed that magazines with a subscription option would reward their long-term readers for sticking by them for so long – this would be my second renewal – rather than punishing them with a higher rate. Don’t get me wrong, I’m not looking for flowers or champagne or anything like that, but I’d at least expect the price of both options – subscribing for the first time and renewing – to be the same. Anyway, I was just wondering why there is differential pricing, because obviously there might be a perfectly good reason to all this. I really love your magazine. Sophia Dworatzek, via email Beren replies Hi Sophia – sending that love right back atcha, and the flowers and champagne is en route! I’ve looked into this with our subscription team and, with the help of a dirty big rusty knife and an unhindged glint in my eye, I’ve managed to get a pretty transparent response for you. It goes a bit like this…

‘Occasionally we run seasonal promotions at a reduced rate to attract new subscribers – particularly at Christmas – to sell more gift subscriptions to ImagineFX. We need to attract new subscribers all the time to continue producing the magazine. New subscriptions are an entry point to becoming a longer-term reader, and then these subscribers receive the same renewal offers as you do. [I’m totally taking the credit for the next bit.] We also run promotions for existing subscribers, too, and so we’re happy to match recent special offers for new subscriptions. This renewal offer will be open indefinitely, so feel free to renew in your own time. To do so, you can visit http://ifxm.ag/renew-ifx. Alternatively you can call us on +44 1604 251045 and quote 13E1 to gain the discount.’