Reader service card


A reader service card or bingo card is a reply card inserted in a magazine to be used by readers to request free product samples and hard copy marketing literature from businesses who advertised in that particular magazine issue. The alternative name "bingo card" comes from the fact these cards include a grid of numbers and therefore bear a slight resemblance to cards used to play the game of bingo. Readers fill in their name, address, and telephone number, circle numbers corresponding to advertisers they are interested in, and mail back the card to the publisher, who in turn forwards readers' contact information to the selected advertisers. Advertisements in such magazines include a footer telling readers the appropriate number to circle on the reader service card, and such magazines also include a directory of advertisers to remind readers which numbers correspond to which advertisers. From the advertisers' perspective, readers expressing interest are sales leads, and therefore reader service cards are a method of lead generation.
Before the World Wide Web was invented, reader service cards relieved consumers of the inconvenience of having to separately contact each advertiser by mail or telephone to express interest. Rather, they would mail just one reader service card back to the publisher. Over the next few weeks, fat envelopes containing brochures, pamphlets, catalogs, and product samples would arrive in the mail from the selected advertisers. This was a common method for gathering an up-to-date collection of mail order product catalogs and product literature in preparation for a purchasing decision before web sites became the primary delivery vehicle for such information.
In 1933, Thomas Register began publishing Industry Equipment News. IEN became the first publication to include a "bingo reply card."