Figures

By Tracy A. Gill You know a mailing from The Economist when you see it: a full-color, glossy, information-packed, 9" x 12" package in either a magalog or envelope format. It's a formula that has worked well for the newsweekly for more than five years. But such a hefty package does pose certain problems, such as, well, weight. The cost of mailing these larger packages to Latin America was just too high, explains Hilde Sprung, circulation subscriptions director for The Economist, so the circulation team developed a smaller voucher package as a more economical alternative. That effort was so effective, asserts Sprung,

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