I put $25, but really, I'd probably go upto $40.

The thing is that if they can offer 12 issues of a magazine plus a figure shipped for $40 domestically, then I have to wonder just how much of that subscription is shipping costs, especially when you consider their having bulk shipping rates with USPS, and how much is printing and publishing costs for the magazine.

If they were really going to go with online, then the best option would be for them to have the figure's shipping costs pre-calculated by country (considering that USPS already has this info laid out, integrating it into an online subscription form should be straightforward enough) and simply adding it to the base subscription cost.

Depending on how it was sent out (in particular, if they were going with 1st Class), I don't see why it couldn't be done for around the $30 mark with them still maintaining the same sort of margins.