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 May 14, 2005
A Bill Or Not A Bill?
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No one likes to be fooled, especially into spending their hard earned cash, but one popular magazine company's marketing strategy isn't getting high marks from consumers. If it looks like a bill, it must be a bill; however, this fake out is anything but the real deal.


George Kilton:


�It was just like a bill that looked like it was due.�


George Kilton says he was stunned when he received a letter from Readers Digest. He couldn't remember ever subscribing to the magazine, so why would he owe them $10?


The Rhode Island Attorney Generals office:


�When you see the Readers Digest name, it's something you recognize, it lends itself to legitimacy.�


The Rhode Island Attorney Generals office says when consumers see a name they trust, they automatically second guess themselves and actually start thinking they owe them the money.


The Rhode Island Attorney Generals office:


�Remember, what in the past month you bought or didn't buy and even if it's a low amount, if it seems suspect call us!�


George called for action and we called Readers Digest to find out if this is a real bill or if it's a clever solicitation to get more readers we're told it was an offer, a special deal. George doesn't see it that way.


George Kilton:


�I thought it was a very dirty trick.�


A spokesperson for Readers Digest tells Call For Action that they made it very clear that this wasn't a bill and that the word "offer" appears at least 4 to 5 times on the solicitation.  So then why not call it what it is and not fool the consumer?  Readers Digest didn't see it that way.


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