I'm at the second year of the Friday-Sunday subscription for $19.99/yr.
For the first year, they gave me $10 Safeway gift card when I provide them my credit card info for auto renew in the future. I was worried they will charge full price at the second year but I only being charged for the same rate, $19.99/yr.
Like geoffkin mentioned above, the Sunday ad and coupon alone worth the $0.38 a week subscription.