Using a Bonus to Increase Sales, Bonus Point

Sports Illustrated "Cure Your Slice Now!" subscription bonus was announced on the radio. This indicates the campaign may not have been paid for--in the sense of "buying some ads," but the station may be reimbursed on a "per inquiry" basis--i.e. the radio station is paid a portion of the direct sales generated by the ads.

If the ads sell a lot, Sports Illustrated pays a lot.

But, if the ads don't sell, Sports Illustrated doesn't pay--or pays only a portion of the ads "list price."

As a result, Sports Illustrated avoids expensive commitment. The lesson, of course, is: "How can you apply the "per inquiry" sales model to your products and services?