Dazed & Confused who have been using Exact Editions for a couple of years have found a new way of generating sponsorship revenue and new subscriptions. This month the sponsor is Selfridges, the department store. Selfridges are sending emails to their customers offering them a free one month access to the magazine. At the end of the sponsorship period, or when a new issue of the magazine appears, the user accounts expire. This is an important way for magazine publishers to provide sample access to the current issue and also a way of generating advertising/sponsorship revenues.
Since the service can be co-branded for both the magazine and the sponsor this has an important effect on the perceived value of the sponsorship.