The move follows a 10p increase on the cover price for The Times to 80p, and comes as the quality newspaper market in the UK begins to move toward subscription models.
Both News International and the Telegraph Media Group run discounted subscription schemes to tie daily readers to their Sunday titles.
The papers will become the first national titles in the UK to roll out loyalty cards for subscribers, although in London the Evening Standard offers a similar scheme through its Eros card.
The News International titles will offer rewards to card-holders based on arts and entertainment giveaways. The rewards include free membership of The Art Fund for a year, which gives holders free entry to hundreds of charging museums and galleries, as well as a half-price Sky TV package.
Culture+ will launch in the Sunday Times this weekend with a free DVD of Alfred Hitchcock's 39 Steps. A further five Hitchcock DVDs will be offered with The Times through WH Smith during the week.
Katie Vanneck, sales and marketing director at Times Media, said that every week a two-page spread in the Culture magazine of the Sunday Times will outline what is on offer. 'The subscription market in the UK is still quite small and we are looking to grow this by rewarding our customers for their loyalty,' she said.
The Sunday Times added 1% to its circulation in July, following a redesign and an ongoing integrated marketing campaign.
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