- Reader service card
A reader service card or bingo card is a reply card inserted in a
magazineand used by readers to request free samples and literature from businesses who advertised in the issue. Many advertisers are listed on the reply card. Readers circle the advertisers they are interested in and mail back the card to the publisherwho then provide their advertisers with the appropriate leads. In 1933 Thomas Registerbegan publishing Industry Equipment News (IEN).Fact|date=February 2007 IEN became the first publication to include a "bingo reply card."Fact|date=February 2007
*Crissy, W.J.E. and Gary A. Maple, [http://links.jstor.org/sici?sici=0022-2429%28196301%2927%3A1%3C56%3AWARSC%3E2.0.CO%3B2-U "What about Reader Service Cards?"] . "Journal of Marketing", Vol. 27, No. 1. (Jan., 1963), pp. 56-60.
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