A renewal-at-birth is a type of advance renewal of a subscription ordered at the same time that payment for the current subscription is sent; abbreviated RAB.

Many publishers offer renewals-at-birth at special rates to increase cash flow and to extend the term of the subscriptions sold. Renewal-at-birth offers usually include wording such as “pay $12 for one year or double your savings and get two years for only $18.”

Renewals-at-birth are not a major source of business relative to other sources such as cold promotions, because relatively few customers will accept the offer to double their purchase. However, their cost is so minimal as to make them one of the most profitable.

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