Magazine publishers usually offer discounts and gifts to people who subscribe to their magazines. In this way, they are able to garner readers. However, the problem is of delivery of the copies. Courier services being too expensive to be viable for magazines - Rs.10 for a cover price of Rs.30 - the publishers appoint agents in different cities who then hire local delivery boys to deliver subscribers their copy. A magazine publisher found that its subscriptions were getting cancelled in a city because of delayed deliveries and lost copies. The agent said that given the low volumes and earnings, it was not viable to keep permanent staff and he or she had to rely on less paid delivery boys. A typical reason was, ‘so what if the magazine was delayed by a few days?’. Assuming you are the publisher, why would you do to improve deliveries without compromising on the budget