Why do we need to re-enter subscription information while renewing for print magazines?


Wise Old Owl
My experience of renewing subscriptions of print magazines such as Outlook group, Business Standard Motoring (now Motoring) and our own Digit magazine shows that they invariably treat you like a new customer each time although you are just trying to renew the subscription. This inspite of there being a subscription number and your information being already there in their database.

I am too lazy / do not want to do a mistake while entering all the details over and again as they are the same per last year. But still I am made to enter a new form while extending my existing subscription.

Is this simply a ploy to fool the advertisers into thinking that they are getting NEW subscribers?
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