Donn Smith

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

By Hallie Mummert While The Christian Science Monitor is not the most conventional news organization, it practices textbook-correct direct mail marketing. Which is good, since Circulation Director Brook Holmberg calculates that direct mail accounts for about 50 percent of the paper's new business. Through an iterative process of testing and analysis, Holmberg has honed the acquisition side of the Monitor's direct mail program to not one, but two strong controls. The Self-mailer Controls In the early 1990s, the Monitor's best-performing controls were self-mailer formats. Postcard formats, in particular, were favored by many daily newspapers—the publications are household names in their markets, and so

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