Newsweek LC 788 Light Powered Handheld Electronic Calculator

In the mid-1980s many magazine publishers sought to increase the number of subscribers, and thus the advertising rates they could charge, by offering electronic equipment such as radios, digital watches, and calculators as premiums. In the second half of 1986, Newsweek used premiums on 41% of its sales. This is such a premium.

The handheld electronic calculator has a folding black plastic case, with the display and solar battery in the inside of the lid and the array of twenty-four square and rectangular plastic keys on the base. In addition to ten digit keys, a decimal point key, four arithmetic function keys and a total key, the calculator has a square root key, a change sign key, a % key, a clear entry/clear key, three memory keys, and an AC key. The battery is below the eight-digit display. A mark inside the lid near the fold reads: Newsweek. Another mark near this reads: LIGHT POWERED CALCULATOR. Text on the top of the lid reads: LC-788 LIGHT POWERED CALCULATOR.

A sticker on the back reads: Model LC788 (/) Electronic Calculator (/) Solar Powered (/) Made in Hong Kong F X.

References:

Sandra Sugawara, “U.S. News & World Report Says Strategy Is Working,” Washington Post, June 22, 1987, p. WB3.

Albert Scardino, “Premiums Losing Favor as Circulation Costs Rise,” New York Times, October 23, 1989, p. D11.

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