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I too would buy the magazine Photoplus from my local newsagent, but when the offer of an Arctic Butterfly was advertised I took on a subscription. I would have carried on buying the mag whenever I remembered the next issue was available, but sometimes they were sold out of the current issue by the time I made it to the newsagent that month.
It suited me to subscribe when I did, and I guess it suited Future Publishing to have a guaranteed subscriber.
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