Greg Wolfe

A direct mail package offering a publication or information-based product is most persuasive when it's infused with the publication's look, feel and content. Magalog formats combine editorial snippets with marketing tactics and mimic a magazine's or newsletter's layout to convert potential subscribers.

A direct mail package offering a publication or information-based product is most persuasive when it’s infused with the publication’s look, feel and content. Magalog formats combine editorial snippets with marketing tactics and mimic a magazine’s or newsletter’s layout to convert potential subscribers. While magalogs are used mostly by publishers and B-to-B marketers, other sectors marketing information-based products may want to give the format a test. To get the most out of this approach, consider these tactics from two magalog experts. 1. Determine Your Measurements Flat rates spiked in the May 2007 U.S. Postal System rate case, so most mailers are testing smaller, 6˝ x

The staff of Inside Direct Mail recently got a sneak preview of two tests from E – The Environmental Magazine, a magalog and a 6˝ x 9˝ package. While both impressed some of us admittedly “green” editors, the magalog succeeded on many different levels as well, including format, copy, premium and offer (Archive code #202-431593-0704). Apparently, it also worked for prospects. “The magalog was the clear winner,” confirms Greg Wolfe, president of the magazine’s South Norwalk, Conn.–based circulation management provider Circulation Specialists Inc., and who now expects to roll out the E – The Environmental Magazine magalog in September. Using lists from other

The staff of Inside Direct Mail recently got a sneak preview of two tests from E – The Environmental Magazine, a magalog and a 6˝ x 9˝ package. While both impressed some of us admittedly “green” editors, the magalog succeeded on many different levels as well, including format, copy, premium and offer (Archive code #202-431593-0704). Apparently, it also worked for prospects. “The magalog was the clear winner,” confirms Greg Wolfe, president of the magazine’s South Norwalk, Conn.–based circulation management provider Circulation Specialists Inc., and who now expects to roll out the E – The Environmental Magazine magalog in September. Using lists from other

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