Royal Mail is to offer a 25 per cent discount to weekly consumer magazine publishers to help them build a better profile of their readers and increase their subscription base.
The savings are expected to be ploughed back into marketing initiatives aimed at boosting subscriptions.
The offer will be available to weeklies with less than 5 per cent actively purchased UK single copy subscription sales as recorded in the December 2003 ABC results. Publishers must apply for the offer between 2 August and 24 September and the discount will apply for 12 months from the first discounted mailing, or from 8 October.
Tom Wasilewski, head of publishing at Royal Mail, said it was vital for publishers to build a profile of their readers based on subscription data.