EasternPublishing, Inc. owns a weekly magazine called "Landscapes of Maine" and sells annual subscriptions for $97. Customers prepay their subscription fee and receive 52 issues starting in the following month. The company also offers new subscribers a 25% discount coupon on its other weekly magazine called "Watercolor Connections" which has a list price of $120 for an annual subscription. Eastern Publishing estimates that approximately 10% of the discount coupons will be redeemed.

What amount of the total selling price of $97 should be allocated to the discount coupon?