Under Wraps No Longer
The double postcard posterboard format has always contained the postcard element under a glassine panel. Otherwise, the postcard might get pulled off in the middle of mail handling. With a little ingenuity, however, you can get rid of the tricky, expensive glassine.
Forbes magazine's most recent control features the double postcard perforated directly to the bottom edge of the posterboard (205FORBES1198). The double postcard stays in place with repositionable glue that attaches the back panel to the posterboard. Designed by Jo Berg (with collaboration on copy from the magazine's circulation department), the self-mailer "...takes advantage of great Forbes covers and space for promotional copy. It is a format which lends itself to opening up new list universes," says Forbes' Margaret Lorczak.
The design is also cheaper than the more traditional glassine version, says Lorczak. Printing and lettershop bids on 500M pieces came in $86/M higher for the glassine version. Because of the cost difference, Lorczak says Forbes has not tested the glassine format, but thinks it would be a wise move to do so and see if response increases. The current control has lifted net response by 18 percent, she reports.
New York magazine, however, is simply upgrading a previously used self-mailer. The former version was composed of thinner paper and unfolded to reveal an attached reply form and business reply envelope. This new incarnation has been produced on card stock and replaces the order form and envelope with a postage-paid business reply card (206NEWYOR1298).
While it looked like a winner, Susan Nolan, associate marketing manager, told us that this mailing has been beaten already by a voucher-based snap-pack that features an on-mailing freemium of a mini-subway map. According to Nolan, the card stock self-mailer was much cheaper than the version with both order form and BRE. If the "subway" package does not hold up in rollouts in the mail now and then later in June, New York will go back to the card-stock self-mailer.