What economic sense is this Sydney Morning Herald offer?

http://subscriptions.fairfax.com.au/Campaigns/Campaign.aspx?cid=329&src…

Choose from these 20 week gift subscription packages:
* 7-day home delivery for just $59 – save 74%
* Weekend home delivery for just $29 – save 66%
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There is more to celebrate! Subscribers will receive a $100 voucher to spend at the Sydney Morning Herald Wine Service and with any purchase will then receive a complimentary bottle of Dal Zotto sparkling wine.

How much cheaper can a newspaper offer get?