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Subscription

An agreement to buy a new issue of a security before it is actually issued. Before a new issue, underwriters canvass potential investors, who may or may not make an order to buy a portion of the new issue. The extent to which the issue is subscribed may affect the price when the security is actually issued. It is important to note that a subscription is not binding, as it is illegal to sell a security that has not actually been issued. To subscribe is also called to book. See also: Overbooked, Underbooked.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved

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To use rights for ordering securities sold as a new issue.
Wall Street Words: An A to Z Guide to Investment Terms for Today's Investor by David L. Scott. Copyright © 2003 by Houghton Mifflin Company. Published by Houghton Mifflin Company. All rights reserved. All rights reserved.
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15 added that the subscription business model, however, does have its own set of problems.
Even if you don't have a subscription business model, updating your content frequently--and letting your visitors know about it--will give people an ongoing reason to come back again and again.
“Companies managing CATIA V5, SolidWorks and other CAD systems with SmarTeam are recognizing that Aras is a logical PLM direction because of the out-of-the-box functionality, flexible Web-based technology and subscription business model,” said Marc Young, managing director of xLM Solutions.