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The Sunday Times Travel Magazine has closed

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The Sunday Times Travel Magazine has been closed down by News UK, presumably following a collapse in advertising revenue, according to Press Gazette.

The magazine will always have a place in the heart of Head for Points readers. This is because, back in 2016, it decided to offer 4,500 Avios to everyone who took out a £30 subscription. What could possible go wrong ….?

I often use this example when talking to companies who want to use loyalty points as incentives. The magazine thought it made sense to pay (at least) £45 for 4,500 Avios in return for a £30 subscription. Why? Because their modelling showed that the average subscriber stayed with the magazine for (I’m guessing now) five years.

There were many, many thousands of sign-ups from amongst the Head for Points readership, and I am pretty sure that the average subscription length was nearer 1.0 years ……

Comments (67)

  • Nate1309 says:

    Gutted about STTM. I kept my sub after the Avios offer as I liked it so much. Conde Nast is terrible in comparison. Very sad to see it go.

  • Lashious says:

    yes breakfast should be included, that really sticks in my craw. Half the time I’ve had a wild night out anyway and couldn’t wake up for it if they paid me