How to cut the confusion in a renewal-at-birth offer.

Publishers are understandably often concerned that renewal-at-birth offers might confuse their new subscribers--"But I thought I already sent payment. Just when does my subscription run out?"

Biblical Archaeology Review has cut through the confusion with a current effort worth emulating.

"ACKNOWEDGEMENT" is the most prominent head in the notice, followed by a letter:

"Thank you for your subscription. It has been entered on our records as shown above. Please take a moment to double-check the address to ensure prompt delivery."

And then in red ink:

"To express our thanks, we'd like to offer you a chance to extend your subscription now at the very special price of only $12 for 6 issues, another full year. This special offer is too good to pass up and it's only being offered as a 'thank you' for a limited time."

That's followed by a brief paragraph recapping the benefits of subscribing to BAR. The letter closes, "We appreciate your support," signed by the editor, Hershel Shanks.

Also in red ink, at the top of the Acknowledgement, reads:

"OUR SPECIAL 'THANK YOU' OFFER: 6 more issues for $12 to start when current subscription ends, in Jun 01.

$12 enclosed 

* Please bill me $12"

This renewal-at-birth effort succeeds on four fronts:

* Clear copy states when the current subscription expires.

* The offer is couched in terms of "Thank you," giving the recipient a sense of loyalty

* It offers real savings--$12 compared with the regular rate of $14.95/year.

* It's a limited time offer, prompting the recipient to act now or lose the savings.