DIRECTORY OFFERS SAMPLES OF MAGAZINES

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Publishers now can try to lure consumer trial of their magazines through a new venue: a catalog.

Greenwood Village, Colo.-based Shop at Home plans a January issue of the Shop at Home Magazines Directory, said Marc Braunstein, president.

Based on the company's Shop at Home Directory, a catalog of catalogs, the new directory is a trial subscription vehicle to develop a database of qualified consumers for participating magazines.

The premiere issue will be mailed free to 1 million mid- to upper-income consumers nationwide, culled from various purchased subscription lists and Shop at Home's own catalog lists, Mr. Braunstein said.

There is no upfront cost to the advertiser. Consumers will send Shop at Home $2 to $3 for one or several trial issues, with the company keeping the fee. Each magazine will pay Shop At Home 50 cents per name for the consumers.

In a special offer for the first issue in January, Shop at Home will supply those consumer names at no charge to the magazine.

Close to 100 magazines have signed up already, including several from Rei-man Publications, publisher of Counand Country Handcraft; House of White Birches, publisher of Woman's Circle, Quilt World and Crochet World; and What's On in Las Vegas, Mr. Braunstein said. He wouldn't disclose the names of the others who agreed to participate in the first issue.

The directory's frequency hasn't been determined.

The 6-by-11 inch directory will feature four to six publications on each color page.

The magazine catalog will be advertised in the every-other-monthly Shop at Home catalog directory, which had a total of 50 million copies mailed last year.

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