Most magazines send letters to subscribers to inform them that their subscriptions will expire and to convince them to renew their subscriptions. In some countries, subscriptions renew automatically if the subscriber does not specifically write to cancel the subscription before the end of the term. In countries where renewal is not automatic, most magazines send a series of subscription renewal notices. Magazines normally compare the cost of sending renewals with the result of each renewal mailing in order to determine how many renewal mailings (called “efforts”) to send. Some magazines have found it profitable to send as many as 10 or 11 notices. Most magazines send fewer.

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