Continuity Marketing: Pleasures and Pitfalls

A variation of this is the “negative option,” invented by Maxwell Sackheim and Harry Schermann, founders of Book-of-the-Month. In this model, you are sent an announcement of a forthcoming book and a rejection slip; if you don’t want the book—or want an alternate—you return the rejection slip with your instructions by a specified date. If you miss the deadline, you’ll get the book.