Utility premium

The pattern

This still is filed under Utility premium.

Define

The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.

Mechanism

Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.

Verdict

We can give something people will actually use next week.

Why it works

The lead is not an article but a sewing pattern for the dress drawn right beside it, a gift the reader can cut out and use, so the issue pays for itself before she reads a page. Two cover lines follow, one on what to do if she sees her husband with another woman and one on beautiful hands, mixing a private worry with a practical tip.

The big idea

Next week's Hawaa comes with a free sewing pattern for the elegant dress drawn on this page, so the reader buys a dress she can make, not just a magazine.

The offer

A free pattern for the dress shown, given with the next issue of Hawaa, out Saturday 22 June 1957 at 4 piastres. The issue also answers a reader's question about a straying husband.

The proof

Named answerers for the husband question: Dr Ahmed Zaki, the writer Ihsan Abdel Quddous, and Ihsan Abed, Aqila Saeed, Shosho Kamel and Hoda Shukry.

Lines from the ad

باترون لهذا الفستان الأنيق

A pattern for this elegant dress

تقدمه لك صديقتك حواء هدية مع عددها الحافل القادم

Your friend Hawaa gives it to you as a gift with her packed next issue

اطلبى حواء يوم السبت ٢٢ يونية ١٩٥٧ - ٤ قروش

Ask for Hawaa on Saturday 22 June 1957 - 4 piastres

Steal this when

When you sell a publication or subscription and can bundle one useful tool the reader will actually use this week.

The emotion

Written to Desire. It makes the Say move.

The elegant dress is drawn beside its promised pattern, and the terms are plain: the pattern comes free with the next Hawaa, Saturday 22 June 1957, at 4 piastres.