But the giveaway has media agencies such as Optimedia's media manager Zaitun Jaffar asking: "Such gimmicks are good, as we planners need something to perk us up. But can they sustain it?" she said.
A bikini retails between S$30 to $100 (US$17 to $58). Style also organised a Summer Beach party at Sunset Bay, Sentosa, where readers were treated to a fashion show, a Fear Factor challenge and chances to win $20,000 worth of prizes.
Brenda Chong, MediaCorp Publishing senior marketing manager, said:"In Singapore, with new titles at the newsstand every couple of months, publishers have to think creatively to maintain existing readers, as well as capture new readers.
"In addition, such aggressive marketing exercises also boost the confidence of advertisers. Advertisers want to know that their ad dollar is being stretched and with the magazine constantly expanding its readership base, this translates to more eyeballs on their advertisements."
Alicia Yeo, marketing manager of Female magazine, said giveaways depended on each publication's aims and directions.
"We try not to give freebies often as they lose their value and it becomes difficult to assess if readers are buying because of the freebie or because of the magazine," she said. "We'd like to use premiums on really special occasions. Then they become a real treat to reward our readers' loyalty."