Moving With the Times
One of the greatest advantages of the printed newspaper is its portability factor-you can take your newspaper with you wherever you go. But what if you're out of town and want all the amenities of the physical paper, however the locale you're inhabiting at that moment doesn't carry your hometown paper? What then?
For Philadelphia Inquirer subscribers, the answer is simple: Sign up for the e-Inquirer, the Philadelphia newspaper's digital edition that is an exact replica of the print edition online, with some added benefits.
To get the word out to its subscribers about the online edition, the Inquirer mailed its "Portability Notice" test campaign in April to 150,000 select subscribers. Distributed in a standard #10 envelope, the outer features an intriguing image of a print edition of the newspaper overlapped by a laptop featuring the front page of the Inquirer on the screen. To the left of that, the teaser, "Portability Notice," presides in blue type above the window. It's an OE that prompts the recipient to wonder just what this is all about ... and that's exactly the goal. "The [outer envelope] is enough to give a visual image, but it's not enough to get the whole story-you don't really know what it is. So it forces you to open up the envelope, which anybody who's producing a direct mail piece knows that the most important factor is to get somebody to open up your piece," explains Rhett Hackett, circulation sales manager for Philadelphia Media Holdings, the parent company that owns the Inquirer. "‘Portability Notice,' how descript is that? It really isn't. It makes the recipient wonder, ‘Well, what is this?' Then once you open it up, you can get the explanatory information."
Once inside, subscribers get a short but detailed summary of the benefits the e-Inquirer has to offer, highlighted by the headline, "Get the best of both worlds!" perforated to the bottom of the reply device. Again, the image from the outer is incorporated next to the copy, which outlines such benefits as "all the coupons, savings and contests worth up to $3,000 per week ... PLUS ... 24/7 e-access, clip, save, & archive functionality, read out loud, & RSS compatibility" (Archive code #255-172585-0905).