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 ……