Southern Living

(A case study from the June 2006 issue of Inside Direct Mail) It’s not too big, not too small; in fact, it’s just right. This digest-sized magalog, or bookalog, titled “The Little Book of Favorite Homestyle Recipes,” has proven to be the perfect fit for selling Southern Living’s cookbook series (Archive code #101-171600-0603). Yet the handy format, which was mailed in plenty about five years ago, dropped off of the Who’s Mailing What! Archive’s radar after 2002. It wasn’t until a few months ago that a bookalog from the publisher turned up in the Archive again. So, did Southern Living find a better package in

By Sharon R. Cole It's not too big, not too small; in fact, it's just right. This digest-sized magalog, or bookalog, titled "The Little Book of Favorite Homestyle Recipes," has proven to be the perfect fit for selling Southern Living's cookbook series (Archive code #101-171600-0603). Yet the handy format, which was mailed in plenty about five years ago, dropped off of the Who's Mailing What! Archive's radar after 2002. It wasn't until a few months ago that a bookalog from the publisher turned up in the Archive again. So, did Southern Living find a better package in the meantime? Julie Doll, senior promotion manager

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