Time Inc.

The Ultimate Direct Mail Checklist (1,121 words)
September 1, 1998

The Ultimate Direct Mail Checklist Formats • Envelope mailing • SnapPack • Self mailer • Tabbed correctly • Double postcard • Tabbed correctly • Entire bottom half is reply card1 • Triple postcard • Tabbed correctly • Magalog • Bookalog • Tabbed correctly • Catalog Size • #7-3⁄4 • Invitation • #10 • 6˝ x 9˝ • Slim-Jim • 9˝ x 12˝ • Jumbo • Other Offers • One-step offer • Two-step offer •

Is It Time to Test a Freemium? (815 words)
April 1, 1998

by Dick Goldsmith They shouldn't do this to me! My mother did it to me when I was little. I'm grown-up now. It shouldn't still be happening. And yet, they still make me feel guilty. Who? The direct marketers, that's who. I didn't ask for all those cards and labels, but I keep using them. So I have to keep sending them money. A freemium is a little something extra in a direct mail package. Its purpose, of course, is to lift response. It does this by involving the reader or giving the reader guilt. It gets its name from the fact that

Marketing Your List-In-house or Outside Management? (510 words)
March 1, 1998

By Denny Hatch Is In-house or outside Management Right for You? FOR OCCASIONAL marketers, list rental is the main source of income. After serving time for salacious advertising, Ralph Ginzberg, formerly of Eros, started a newsletter called MoneysWorth. A huge part of his business then became gathering the names of literate responders and marketing the list. Recently, Boardroom bought the MoneysWorth name, and it was reborn under Martin Edelston's aegis. Some marketers, including AARP and the American Bible Society, do not allow their lists into commerce at all. For most, however, list rental represents icing on the cake. After all, to generate income, a