De Lathouder

Not many marketers can justify the costs of an 8-1/2" x 12" polybag acquisition mailing in this economy. Meredith Publishing Group can. The Des Moines, IA-based publisher of more than 150 special interest magazines historically has enjoyed success with this over-sized package format, and was in the mail with it again in June with a three-years-for-the-price-of-one subscription deal for Better Homes and Gardens (202BEHOGA0603). Like many of its "big-poly" efforts, this one is jam-packed with selling tools: a two-page letter, a brochure, two inserts and two lift letters. Only this time, the creative team at Meredith made a clever tweak. Spot-glued to the back

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