Boxed Set

New business packages magazine subscriptions to be sold as gifts through retailers.

By Leslie Brokaw | 
 

Would gift givers buy magazine subscriptions if they were sold like other presents? A Princeton, N.J., company is betting on it. Subscriber Systems boxes up gift subscription forms with greeting cards and displays them on spinning racks in shops. Retailers get a new impulse item, publishers a cheap way to add new readers. -- Leslie Brokaw