In with the New
Just as direct marketers conduct a creative review of their direct response programs on a regular basis, we sit down at least once a year to analyze the usefulness of our content and how well we present it to you graphically. Where you find an offer that might benefit from a better price point or a brochure that needs a stronger headline, we note regular columns that could use re-tooling or a void in the editorial coverage. While the editorial team doesn't quite get to test its new ideas before rolloutoh, how we wish!we do our best to solicit your opinions on what information is necessary to your success in direct mail and then apply that knowledge to the editorial content.
After this year's creative critique of Inside Direct Mail, we realized it was time to cut loose "How-To Workshop", which had run its course, and replace it with a fresh new perspective. Starting with this issue, I am proud to introduce Inside Direct Mail's first regular columnist, Ken Schneider. A respected freelance copywriter who does a lot of work for leading consumer magazines, Schneider is not shy in pointing out that much of the direct mail headed for people's mailboxes today falls short of the mark. And you can be certain he won't hold back on telling us why in his monthly column, "If You Ask Me," found this issue on page 14 . When I talked to him recently, Schneider said that he's looking forward to shocking direct marketers and circulation professionals out of complacencyand he's hoping you'll be fired up enough to challenge him when you disagree!
One of the first improvements coming your way from this issue on is a new upfront section, titled "Direct Mail Inbox." This section is a combination of news, new products and solutions, statistics, conferences and seminars on direct marketing, and most importantly, a compilation of new lists on the market that you might want to test.
You will also note that we re-tooled the Premium Watch department, to give it a new focus and a new look. Rather than recite a laundry list of premiums offered in one month's mail drop along with the companies using them, we've zoomed in on just a few of the premiums to give you a closer look at what goodies companies are using, how they fit the offer/product and the way in which they're merchandised in the direct mail package.
We still have a little housekeeping to do in the coming months, since we are determined to make Inside Direct Mail a quick read in your busy schedulewhile packing it to the gills with as much insider information on direct mail as we can uncover every month.
In the meantime, enjoy the new additions. Happy mailing in 2003!