Of course, thousands of consumers buy magazine subscriptions from legitimate telemarketers every year. Yet, according to the Federal Trade Commission, some unscrupulous salespeople trick consumers into paying hundreds of dollars for multi-year subscriptions.

Sales techniques vary. The FTC says consumers should question approaches that feature:

• Salespeople who encourage you to buy without giving you your total costs. For example, a salesperson may offer magazines for just a few dollars a week. That could sound like a bargain - until you do the math. You could end up paying hundreds of dollars over several years for subscriptions that sell elsewhere for less.
• Salespeople who tell you magazines are "free" or "pre-paid" for you and that you'll be charged only a "processing fee." The fee may be more than the retail price of the magazine subscription.
• Salespeople who don't identify themselves as such or who may not give you the name of their company. They may lead you to believe they represent magazine publishers, or that they're calling for reasons other than selling subscriptions.

If You're Called

Be skeptical when someone tries to sell you a "bargain" or offers you a "free" subscription on the phone. Ask questions. If you don't get answers that they're willing to back up in writing, consider doing business elsewhere. Ask:

• How long does the subscription last - one year, two, more?
• How will I be billed? Will you debit my checking account or credit card? When - monthly, annually?
• How many magazines will I get and when - monthly, bi-monthly, quarterly?
• What's the total yearly cost of each magazine? What's the total package price?
• What are my cancellation rights? Get them in writing before you agree to buy. The salesperson may not be required to tell you about the company's cancellation policy unless you ask.
• Compare the costs they're quoting to regular magazine subscription rates.

Be careful what you say on the phone to the seller. In some states, your verbal agreement to buy obligates you to pay. Frequently, the salesperson tape records the conversation, perhaps claiming it's for your protection. Later, the company may use the tape to "prove" you agreed to buy the magazines, selected a payment method, and understood the terms of the agreement.

If you don't want a subscription, and you don't want to be called again, tell the caller to put you on the company's "do not call list." If the company calls again, hang up. It's breaking the law. Report it to your state Attorney General and the FTC.