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BOSTON GLOBE TO ISSUE 'GLOBECARD' TO LOYAL SUBSCRIBERS; CARD OFFERS DISCOUNTS AT MORE THAN 250 LOCAL MERCHANTS

 BOSTON, Sept. 13 /PRNewswire/ -- The Boston Globe announced today that it will offer a "GlobeCard" to loyal subscribers, a card offering discounts and special incentives for dining and shopping at participating local stores and restaurants.
 GlobeCard will be available free to those customers who order seven-day home delivery of the Globe and pre-pay for six months at the regular price.
 A discount card for home-delivery subscribers is a relatively new marketing tool in the newspaper business, but one that seems to be working well so far. The Globe is one of a handful of major metropolitan newspapers to start such a program, along with papers in Orange County, Calif., and Chicago, and The New York Times.
 Newspapers have begun to issue such cards to retain current subscribers and gain new ones. It is also one way of rewarding longtime subscribers who are not eligible for introductory discount subscription offers or premium gift offers.
 The Globe hopes to sign up 20,000 GlobeCard subscribers within the first year.
 According to Globe officials, GlobeCard is a savings package that includes a comprehensive dining and shopping guide, three-mini-directories every year that are updated regularly, and the card itself, which will be honored at more than 250 local establishments in the Greater Boston area. More merchants are expected to be added to the program in 1994.
 Subscribers who present the GlobeCard at participating merchants can receive such benefits as 20 percent discounts on food, 10-50 percent discounts on total purchases, 2-for-1 entrees, and other special offers.
 The card will be honored each time a subscriber visits a participating merchant, not just once as with other programs. The card will be valid as long as the customer's subscription is valid and can be renewed along with the subscription.
 A toll-free number is being set up to handle questions from customers during normal business hours.
 The card will be transferable among family members, with additional cards available for a nominal fee. The Globe will promote the card to customers by newspaper inserts, bill stuffers, telemarketing, radio, and point-of-purchase advertising at participating merchants.
 -0- 9/13/93
 /CONTACT: Richard P. Gulla, public relations director for The Boston Globe, 617-929-3288/


CO: The Boston Globe ST: Massachusetts IN: PUB SU: PDT

CM-DJ -- NE005 -- 1212 09/13/93 10:32 EDT
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Publication:PR Newswire
Date:Sep 13, 1993
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