Many magazines of the time had similar sales ploys. Reduced subscriptions for people referring friends, sometimes even prizes for signing up a certain number of subscribers.
I think the last one like that was "grit" which was some sort of newspaper for kids that advertised in comic books.
The early 1900's was a very competitive time for magazines. Distribution was mostly subscription, and there were hundreds of titles. Getting a subscriber to sign up others was inexpensive selling, especially in rural areas.
I 've even seen that sort of ad aimed and addressed specifically to postmasters. I'll have to scan one the next time I run across it. At the time many very small town post offices were in general stores or even homes, and the postmasters were paid a percentage of the postage sold. And on top of that the smallest had to buy their own equipment -even the cancelling device.
Steve B
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