Continuity Marketing: Pleasures and Pitfalls

I understand that I will receive future annual editions automatically billed to my American Express Card account at the regular price, if I so desire. Of course, my satisfaction is guaranteed and I may cancel my subscription at any time.

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In addition, taking a cue from American Express Publishing—which for years has sold its magazines, Travel & Leisure and Food & Wine on a “continuous service” basis—Jay Walker and Michael Loeb, founders of NewSub Services, are offering a huge selection of magazines this way. Instead of forcing subscribers to renew every year or two, NewSub simply hits the customer’s Visa or MasterCard every six months on a “till forbid” basis, thus turning magazine subscriptions into a continuity offer.