Bibliophemera

I found this card in a copy of The Handmaid's Tale , by Margaret Atwood (Houghton Mifflin, 1985). You might recall the 1990 film version starring Natasha Richardson, Faye Dunaway, and Robert Duval, among others. The book's publisher, Houghton Mifflin, labels this insert a bookcard, but it was meant to be used as a postcard. While the front of the bookcard duplicates the jacket art from the book, the reverse side contains a written nudge, in a perforated area, to send this card to a friend if you enjoyed the book. As this is the first one I've run across, I wonder if this were a short-lived promotional campaign for this or a few select books? I also wonder how many were issued and what percentage were actually used? While it's nice to have this piece of ephemera fully intact, I'd also like to come across some used cards with reader comments. I did a little quick research, using Abebooks.com's Advance Search feature, which allows you to narrow your sea...