Many magazine publishers shifted their direct mail efforts to vouchers a long time ago, much to the chagrin of all the creatives — copywriter, designers, direct marketers, circulation consultants — previously involved. But vouchers worked. They cost much less to produce, and while response went down considerably, overall ROI improved for many.
Just look at ABC and CBS Nov. 22, 2005: Vol. 1, Issue No. 50 IN THE NEWS NBC Nightly News With Brian Williams Pulls Ahead; Widens the Gap Over ABC TO 1.4 Million Viewers NBC Nightly News with Brian Williams had a big ratings win last week, topping ABC's "World News Tonight" by a 16% or +1.390 million viewers - representing the program's best advantage over ABC since the week of the Brokaw/Williams anchor transition (Nov. 29, 2004). --Matt Drudge, The Drudge Report, Nov. 17, 2005 I don't watch one evening news program on television. Rather, I use the remote