So, I was a little surprised when my issue arrived yesterday with an envelope screaming LAST ISSUE. Huh? Maybe I need to renew online?
No, that’s not it. Apparently, Kraft is now charging for this magazine (although, as a “preferred subscriber,” I do get the “discount” rate of $6.99 – it’s hard to see how going from free to $6.99 is a discount …).
I’m not sure what would possess Kraft to begin charging for a magazine such as this – while I’m sure it’s not cheap to assemble and mail out, I feel that the advertising (and it is chock full of Kraft ads) and exposure to their brand would have made the costs more than worthwhile.
Anyway, while I’m disappointed to not be receiving Food & Family anymore, I will have to be content knowing that all the recipes will still be available online (even though I confess that I’m not big on surfing the net for recipes).
It also seems a bit odd to me that they would begin sending out the magazine with invoices. Couldn’t they have enclosed a letter explaining their decision to begin charging? Perhaps “we’re so sorry, but the realities of the economy have hit us hard …. blah blah blah” – some explanation would have been nice. As it is, it almost seems as though they’re hoping people will just pull out the bill and pay it without noticing that it used to be free.
Do any of you get Kraft Food & Family? Any insight on why they decided to stop the free subscriptions? How do you feel about subscribing – is this something you would pay for?