Fido

by Lois K. Geller Just imagine. You open up your mailbox and find a silver sack envelope—the kind that newspapers sometimes come in. You open it up and there's a newspaper—at least it feels like a newspaper—but wait, it's entirely blank except for the name on the masthead. An attached response card reads, "You fill this in and we'll fill you in." It's a really unique approach to selling a newspaper subscription, because you're holding it in your hand and you really want to read it. Having spent two days judging The 2000 Direct Marketing Association's International ECHO Award final submissions, I am

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