Hodder's illustrated almanac / Henry Hodder & Co. (Limited).
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
Like the dream book, an almanac is a useful reference item kept for a full year, ensuring repeated exposure to the ads.
Steal this when
When you want to create a piece of marketing collateral that the recipient will keep and refer to long-term.