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About fifty years ago, a newspaper in a large city was trying to increase its number of subscribers by offering an insurance policy included in the cost of the subscription price. New subscribers would receive $50 in the event that they were injured. This seemed to increase sales for a while. And then there was the newspaper’s first opportunity to show how well this investment worked for a new subscriber who was able to collect the $50. The newspaper ran a full-page ad to highlight this event and to further solicit this insurance policy. The advertisement read: Yesterday, a new subscriber who had received one of our free insurance policies fell from a bus, broke his leg…

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