The other day at Home Depot I bought my annual copy of Fine Woodworking (Hey, I can dream, can't I?) and found inside a blow-in postcard that proclaimed that this was "The Last In-Book Request Card" sometimes called a "Reader Response Card." You remember those? In the industry they were called "Bingo Cards." For those of you who don't know what I'm talking about, an advertiser in a magazine would pay a few dollars extra to be assigned a number on that card for that issue. The ad would be amended to say "Circle number 47 on the reader response card for more information" or shoehorned into the smaller ads as just "Card #82." The cards were called Bingo Cards because they had a large matrix of numbers on one side, one per advertiser. We, the readers, could circle up to about 20 of the numbers that corresponded to the ads we were interested in and mail the card back to the magazine's fulfillment house. We'd then receive further product information or a catalog from the advertiser by return post. I remember as a kid filling these things out from magazines like Popular Electronics. Now it appears that those days are rapidly fading. Now we're directed to each advertiser's website, or to the FineWoodworking.com/Marketplace url. Another form of print advertising thus yields to the immediacy of the web. What will I do with this last card? I'm tempted to circle my maximum allotment of numbers and mail it in as a last hurrah. But instead I'm going try to keep this issue with the card as a memento of days gone by, when we eagerly awaited the postman's rounds bringing us word from the outside world.

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