The Denver Post is shortening the length of subscriptions with a deceptive tactic, allowing the newspaper to collect more money by forcing subscribers to renew earlier than they might have expected when they signed up.
The ploy is to charge subscribers $3 for four newspaper inserts delivered throughout the year, unless subscribers, many of whom are elderly and likely struggle to track life’s details, proactively opt out of receiving the newspaper inserts. Three of the supplements are advertising inserts and one is a Broncos bonus, presumably filled with pages and pages about the football team.
Unless subscribers know about the inserts and assert, at the time of their subscription renewal, that they don’t want them, then the length of their subscriptions are reduced by $12 worth of deliveries, which is a bit less than a month. That’s a lot of money for the newspaper, if you multiply it by hundreds of thousands of subscribers.
In another effort to make more money on subscriptions, The Post has stopped giving subscribers credit for vacation stops. If you halted delivery of your newspaper during your vacation in the past, you used to be able to add extra days to your subscription. Now you can’t.
This isn’t going over well with some subscribers, like my mother-in-law, who cancelled her subscription recently. She follows life’s details to a fault, so the shortened subscription didn’t escape her attention or her temper. She’s done with The Post.
When The Post called me to renew my own subscription, I confirmed all of this from the telephone saleswoman.
But I cannot provide an official comment or verification from The Post because, unfortunately, multiple calls and emails over the last few months to Circulation Director Bill Reynolds and Publisher Mac Tully were not returned. Before he left the newspaper, former Post Editor Greg Moore referred me to them.
I think the vacation-stop policy makes sense.
But charging for advertising supplements and pages full of minutia about the Broncos that should be part of your subscription anyway? That’s sleazy. And it will drive away customers.