The Magazine Sub Game: How Does the New Yorker Play It?

The “Final Notice” from the New Yorker says my subscription is about to run out and my express renewal savings let me renew at $99.99 for a year, saving up to 79 percent. (The savings are based on the magazine being published 47 times a year at a newsstand price of $8.99, which means you’d pay $422.53 if you bought those copies on the newsstand.)

The $99.99 a year rate seems high—I got the current sub plus a gift subscription for less than that. So as with most magazines, it may save money to let the subscription lapse and see what deals they offer new subscribers.

Recently I posted about Sports Illustrated offering me a subscriber-only low price to renew my subscription for $56.40 a year. But if you go the SI website the sub offer is two years for $39 and you also get your favorite NFL team’s jacket and t-shirt.

Is the New Yorker up to the same tricks?

A month or so ago I got a snail mail offer to subscribe for $25. Look closer and that’s for 25 issues, not a year, but the offer then does include 50 issues for $45.

Then the mail offer to renew my subscription for $99.99 a year.

Two days ago the New Yorker sent me an email about a “Last-Minute Holiday Week Sale – Save 50% Off The New Yorker!” The cost? “Enjoy 12 weeks of the New Yorker for only $6—a savings of 50%.”

The 50 percent savings is based on its regular Internet offer of 12 weeks for $12.

So the offer is $6 for a 12-week subscription—then how much after 12 weeks? They don’t say, providing only this guidance:

Subscriber’s Automatic Renewal Feature:

Your subscription will be automatically renewed unless you tell us to stop. Before the start of each renewal, you will be sent a reminder notice stating the term and rate then in effect. If you do nothing, your credit/debit card or payment account will be charged or you will be sent an invoice for your subscription. You may cancel at any time during your subscription and receive a full refund for all unserved issues.

The subscriber finds out the rate in effect in 12 weeks with a reminder notice and then you pay that rate—probably $99.99 a year—unless you cancel.

This is a reverse of the normal magazine subscription strategy that asks you to do something to subscribe or renew. This approach locks you into a $99.99 a year rate if you do nothing. How easy do they make it to cancel? You have to try it to find out.

The strategy may be working: I recently got a letter from the Economist offering 12 issues for $12. This is a savings of $83.88 off the regular 12-week price of $95.88. (That number is based on a newsstand price of $7.99 an issue.) To the Economist’s credit, they do tell you up front that the one-year renewal will cost you $55 in contrast with the New Yorker’s unwillingness to tell you their “rate in effect.”

It’s a tough time in the magazine business. Vanity Fair is offering two one-year subscriptions for $26. The Atlantic is $24.50 a year and sometimes offers two subs for about that price. Esquire is $16 a year but “if you subscribe in the next five minutes and the clock is ticking” it’s $11 a year.

The bottom line: Once upon a time the editorial and circulation departments of magazines saw their readers as above average in intelligence. Editors may still think that but the circulation sides of magazines increasingly hope their readers are pretty dumb.

Update 12/23/17: Holiday Sale offer from subscribe.condenastdigital.com:
New Yorker – $69.95 a year
Vanity Fair – $15 a year
Allure, bon appetit, Conde Nast Traveler, Glamour, Golf Digest, GQ, Vogue, or Wired – $12 a year
W -$10 a year
Brides – $9.97 a year

Update 12/28/17: “This Weekend Only” from https://subscribe.condenastdigital.com/subscribe/crosssite-cn/110190?source=16954_VYF
All the Conde Nast magazines are $5 for a one year subscription with the exception of Vanity Fair, Vogue, and the New Yorker, which are $5 for five issues.

Comments

  1. If $99.99 a year seems high, what about $119.99, which is what the New Yorker automatic renewal “service” just charged my bank account? I guess this will result in my calling their Customer Service.

  2. Caitlin Flanagan
    #CancelVanityFair
    Point of order: no one has ever successfully cancelled a magazine subscription.

    • The New Yorker just quickly and uncomplainingly canceled my automatic re-subscription (September, 2018). I had, in the meantime, found an offer for $39.95 for a year, so I am all set for another year. Now I just need the time to read them…

  3. Joan Weimer says:

    My auto renewal notice was going to charge my account $130.43 for one year. On the phone with the New Yorker I got a year for $50. This is a bad racket for a great magazine to engage in

  4. My auto renewal notice for a New Yorker subscription expiring in November 2018 was for $149.99 while last year I paid $99.99 to renew and 2 years ago about $70 so I opted out of auto renewal and will see if I can get a better offer as I will not renew for such an amount.

  5. I followed Joan’s advice (July 2, 2018 @ 7:05pm), called a live operator at New Yorker & got a year for $50. To paraphrase The Big Lebowski: We’re subscribers, we’re not saps!!

  6. I’ve been paying for the international subscription for many years – sure, it costs a lot more, but they have to mail it to me. This year, they wanted $199 for another year, while offering new subscribers the “old” $169 rate (they also offer a 12 week reduced rate and a free bag, but I expect some kind of gimmick). Pretty hacked off that they wanted to charge me $30 more for being loyal to them. I’ve cancelled the auto-renewal so that kind of backfired on them, I guess. Was actually more annoyed that when I went to cancel online, they suddenly offered me a $30 reduction to stay, so they know exactly what they’re doing, just trying to get extra money from everyone who trusts them to act decently.

    • Hi Jack

      i would really like to know, how you cancelled your subscription as i tried several email adresses and nobody responds. I have the same international rate and fell once for their 8$/3 month offer.

      • (800) 825-2510
        Option 7

        I tried a few times but they seem to have limited number of live voices, so use speakerphone and listen to the jingles – and periodic apologetic recorded voice – eventually you get a live person who , in my case canceled the sub. I did ask about a reduced rate as I could go to a reseller for $58, rather than the 139 charged for a year.

        Hope the number works for you

  7. Conde Nast (The New Yorker) is controlled by the Newhouse family and Advance Media. They also control the Newark Star-Ledger newspaper in New Jersey — and have the exact same, subscriber unfriendly policies and service. You’re auto-renewed unless you opt out, etc. It’s even worse with the Newhouse newspaper though. Unlike the New York Times, you can’t turn it off (and get credit) when you go away on vacation. You get billed extra for papers at “special” holidays such as Thanksgiving and Christmas. If you only subscribe to the paper on weekends, you have to take (and be charged for it) on the holidays. You can’t pause your subscription online.

    The Newhouse circulation department should work harder at seeing which of their policies is alienating subscribers most.

    • Anita Buck says:

      Well, I assumed the charge of $160.49 for The New Yorker on my credit card bill was some sort of fraud. Went to my account online and saw the phone number was the same, and that my subscription had autorenewed for a year, and this was how much it cost. So I called them and the extremely nice but embarrassed subscription clerk said that was how autorenew worked. So she canceled that bill and was able to offer me two years for $69 as a new subscription.

  8. Glad I found this blog. I called the 800 number and was offered a year at $99.99. I counted with $50 and the rep said ok. In fact, it’s 50 issues, which is more than a year, since they actually skip several weeks on their issue calendar. (I also tried $99 for two years, which one of the resellers has posted online, but rep said she couldn’t meet that deal.)

  9. Reading above, I didn’t counter with $50. Instead, I canceled the mag and was refunded 149.99. Now, I find I can get for 99 bucks two years on cheapmagazines.com. I still have to find out about digital access. anyone know about digital? thanks,

  10. I went on to the New Yorker Customer Care website and cancelled my autorenewal and then printed out the page.

  11. Tried the 800 number and pressed 8 to talk to a human. Told her I was confused with a bill for renewal at
    $119 when sites on the web were $58. No problem, she said they would meet that price, and I renewed for one year. Thanks for the info all who wrote.

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