On June 10, 1902, in Chicago, window envelopes were first patented by the wonderfully named Americus F. Callahan. His patent described the windows as “holes” for looking at the paper inside, and he noted that they could save both time and labor. Callahan also hinted that window envelopes could be more colorful than ordinary envelopes. For example, he said, “black paper [presents] an advantage over papers of other colors in that a striking contrast may be provided between the address appearing through the envelop[e] and the balance of the envelop[e].” Today, windows are still used heavily in direct mail­—and many aren’t that much different

Facing spiraling postal costs and impatient prospects, many direct mailers are rushing to cut the letter down and, sometimes, altogether. Fortunately, Peggy Greenawalt keeps a cool head. Part of that has to do with her 25 years of direct marketing experience, and the rest is explained by her in-depth involvement with the three bigs in direct mail: creative strategy, copy and design. Greenawalt began her career as a copywriter at Wunderman, and now she’s president and creative director of the direct marketing agency Tomarkin/Greenawalt in Hartsdale, N.Y., where she mostly works with publishers like Hearst, Time-Life, Condé Nast and Rodale Press. Here, she

With Tracy A. Gill Insert media may not be the first thing that comes to mind when you think of direct mail, but for years it steadily has grown as a revenue source for mailers interested in opening their packages to third-party advertisers and for marketers looking to tap new markets by buying into such programs. Leon Henry, insert media pioneer and founder of Hartsdale, N.Y.-based brokerage Leon Henry Inc., and Linda Callahan, the firm's senior vice president, spoke with me recently about the challenges of navigating this complex medium and the opportunities that abound for those willing to take

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