Mailing Activity Highlights: Publications
Going out to "dead expires," Barron's also attempts something different with its voucher effort (Archive code #710-171882-0903). Comparing Barron's to one of the few names that still holds weight in this economic slump, Warren Buffet and his company Berkshire Hathaway, the teaser on the 4" x 7-3/4" outer reads "An $18 initial share of Berkshire Hathaway would be worth around $90,000 today" and "Some things are worth holding on to..." Insider, a voucher reply form is at the top as usual, but instead of benefits listed below, a short letter from the editor and president of Barron's is included.
Morningstar Mutual Funds' renewal effort tries to entice lapsed subscribers back with an overhauled #10 outer (Archive code #710-706343-0903). "We've missed you—and we want you back!" is in large type, and then three extra reasons to renew are listed on the right side, including "enhancements" to the newsletter, "online report service with extra content" and "special old-friends discount-save 45%!" Inside, the reply from is perfed to the bottom of a full-page letter from the editor on one side and neatly packaged descriptions about the online component and newsletter on the other.
Discover magazine goes with the steroid version of the voucher package, with a #14 envelope (Archive code #202-173818-0903). It also uses a roided-up teaser: "You're invited to enjoy a RISK-FREE invitation for the amazing, exciting, awesome magazine that really lives up to its name!" Inside, it's chock-full of components, including a two-page letter and a full-page reply form that includes a "RISK FREE" sticker to affix on the form—and it explains that the subscriber may cancel at any time and get a full refund. The package also includes a lift note from the editorial director entitled "About This Risk Free Invitation," a glossy four-color brochure and a yellow BRE.