Back to its Roots
After a one-year absence from the Who's Mailing What! Archive, W magazine is back with a new effortand it's a big departure from what the publication most recently has been using to bring in new business.
Throughout 2000 and 2001, we were seeing only double postcards and professional voucher efforts from W, which is not so unusual since the rest of the mainstream consumer media have been hooked on these formats, too.
But double postcards and skimpy professional discount offers used singularly are an odd risk for a publication whose prior controland a long-term one at thatwas a 9" x 12" envelope effort that featured a number of big hitters: a four-page letter; a 7" x 10" lift letter; an 8-1/2" x 11" brochure that unfolded to a magnificent 11" x 17" spread, and a dominating 8-1/2" x 11" order card with a perf-out reply card.
To go from such a large effort, that truly conveys the uniqueness of W magazine as the only women's fashion magazine in a tabloid size, to a professional discount offer with just a small four-color insert, the brand identity of the publication has to be lost amidst a stream of similar professional discount efforts from Vogue, Bazaar, Marie Claire and other marginal competitors.
With this 5" x 7" envelope mailing (203WMAGAZ0303) we received in March, W magazine is getting back to its roots with a new take on its old gift certificate-style control.
This new incarnation keeps the focus on the strength of the trial-issue offer with an invitation platform assisted by the low-ball price of $1 an issuethe emphasis on getting eight issues free at this deal compared to the cover priceand a free handbag with payment.
The mailing's components are stylish, but simple. The outer envelope introduces the invitation approach with copy cues and an elegant silver, white and red design scheme; it also boasts a photo of the premium gift on the back panel and a response-boosting sticker token to connect the prospect to the order card. The letter is a 6-1/2" x 9" sheet folded in half to create a four-page letter; the look is that of a longer message, when it really can be read in about two minutes. Genius!
A 6-1/2" x 9", four-color insert is folded in half to make a simple brochure that delivers the message on editorial
content in the magazine; the back panel promotes the premium, as does another separate, four-color insert that highlights the eight free issues angle and the no commitment aspect of the trial-issue offer.
Rounding out the mailing is a silver-edged order form that continues the invitation theme with offer summary copy that begins "I accept ..." and a pink courtesy reply envelope that encourages prospects to send payment with order to get their premium faster. In fact, W gives prospects a subtle push in that direction: After the "payment enclosed" option, the copy continues: "send my FREE W bag now!"
It's the final touch on an acquisition effort that has more teeth with which to capture new subscribers.