A forced free trial is a direct-marketing technique, usually for goods sold by regular subscription, in which potential buyers are sent a number of free product sample, usually periodic publications. Often, publishers distribute free copies and the reader is not asked to subscribe. The reader's address appears on a piece of paper that goes out with the publication – a label carrier that could easily contain a promotional message. From the company's perspective, the copies are being sent out anyway, so the postage cost is already paid and the additional cost of promotion is negligible. When the reader subscribes, the sender already has their name and address pre-printed on the form. Add in some cross-selling opportunities and the company can make a lot of money from a subscriber, whose information cost very little to acquire.