This Fit Is Just Right
(A case study from the June 2006 issue of Inside Direct Mail)
It’s not too big, not too small; in fact, it’s just right. This digest-sized magalog, or bookalog, titled “The Little Book of Favorite Homestyle Recipes,” has proven to be the perfect fit for selling Southern Living’s cookbook series (Archive code #101-171600-0603).
Yet the handy format, which was mailed in plenty about five years ago, dropped off of the Who’s Mailing What! Archive’s radar after 2002. It wasn’t until a few months ago that a bookalog from the publisher turned up in the Archive again. So, did Southern Living find a better package in the meantime?
Julie Doll, senior promotion manager for Southern Living, assures us it didn’t. “We’ve been mailing bookalogs consistently over the years,” she says. “In fact, our first one was sent out in 2001, and we’ve been mailing them since.”
She concedes, however, that the company reduced its bookalog distribution recently to try other options, stating that in the past few years a 6-1⁄2” x 11” package and a polybag package were tested against this mailing. “But nothing could beat the bookalog,” says Doll. “In fact, the polybag mailing didn’t come close.”
The cover of this 5” x 7-1⁄2” effort features a large image of a fudge pecan ripple layer cake, and a smaller photo of a pecan pie appears on the back, next to the address panel and a number of starbursts touting elements of the offer:
“Save over 40%
Free Recipes Inside
Free Gift Token”
That last burst is actually a sticker respondents are to peel off and affix to the reply device.
The 32 interior pages are filled with mouth-watering photos, tips, editorially focused copy, a sampling of recipes found in the book and more call outs promoting the offer.