Publishers are a diverse group. As the May mailstream indicates, the three types of mailers that make up this sector—magazines, newspapers and newsletters—have very little in common when it comes to how they mail. For example, while the sector overall averaged 52.9 percent premium use in May, each subset handled them very differently. Newspapers did not mail even one premium offer, while 72.7 percent of newsletters and 48.8 percent of magazine mailers did. Among newsletter mailers, 100 percent of these premium offers were books and/or guides. While books/guides also were the most popular items for magazines, they only appeared in about 40 percent of magazine mailings; other popular gifts were clock radios (20 percent) and clothing (15 percent). And while neither newsletters or newspapers mailed any freemiums, 9.8 percent of magazine mailers did, with the make up of their freebies split 50-50 between labels and bookmarks.
Another area where publishers differ is in format. While the majority do prefer envelope efforts, they vary in how large a majority that is. At 31.8 percent, newsletters were more inclined toward self-mailers than other publishers, mainly because of their penchant for magalogs; newspapers were second at 20 percent self-mailers; and magazines came in last at just 7.3 percent self-mailers, most of which were double postcards. Among the myriad of envelopes efforts mailed in May, the #10 was the most popular size, but again in varying degrees. All of the newspaper envelope efforts arrived in this format, as did 66.7 percent of newsletter mailers and 39.5 percent of magazine mailers. With such a lower percentage of magazine mailers using the #10 format, there was room in this category for alternative sizes. The 4˝ x 9˝ was the next most popular size, at 13.2 percent; followed by the 6˝ x 9˝, at 10.5 percent; and the #7-3/4, at 5.3 percent. The #14 and 9˝ x 12˝ also made a showing among magazines, though a very small one. For newsletters, the second most popular envelope size was the 9˝ x 12˝, at 13.3 percent.