First a brag: My Temple University advertising students won the Gold Collegiate ECHO — earning First Place out of 200 teams from over
Back in the 1960's and 1970's I ran book clubs for Meredith (Better Homes & Gardens), Macmillan (lawyers' and school administrators' clubs) and Grolier (children's clubs). The most profitable new member acquisition medium was space advertising.
When it comes to the law, one oft-used axiom seems especially fitting: An ounce of prevention is worth a pound of cure. Just ask any company that has been on the wrong side of an FTC investigation, injunction, lawsuit or the like. The list is long, so one won’t be hard to find. Prevention, in this case, is linked to a thorough understanding of the legal issues impacting the direct response industry and a commitment to enacting the best legal practices in your mail programs. To help you in that endeavor, I reached out to attorney Linda Goldstein, partner at Manatt, Phelps & Phillips and
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need