Hilde Sprung

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 Tracy A. Gill You know a mailing from The Economist when you see it: a full-color, glossy, information-packed, 9" x 12" package in either a magalog or envelope format. It's a formula that has worked well for the newsweekly for more than five years. But such a hefty package does pose certain problems, such as, well, weight. The cost of mailing these larger packages to Latin America was just too high, explains Hilde Sprung, circulation subscriptions director for The Economist, so the circulation team developed a smaller voucher package as a more economical alternative. That effort was so effective, asserts Sprung,

Playing by the old rules—and winning big. In 1981, Beth O’Rorke had been out of work for three months after spending a year as circulation manager for a start-up magazine called Prime Time, which had run out of money. Robert Cohn of the PDC circulation modeling consultancy steered O’Rorke to The Economist, a British magazine that needed someone to take charge of its direct mail, which she could do in her sleep. On her way to the interview with circulation director Peter Kennedy, O’Rorke bought a copy of the publication at a 42nd Street newsstand and blinked in disbelief. Here was a skinny little

After the terrorist attacks of September 11, advertising agencies and marketer managers scrambled to review their creative approaches for upcoming campaigns, just in case the visuals or copy included anything that might be insensitive in light of the recent tragedies. But what if your campaign was already in the mail? And what if the image on the back of your outer envelope was of a Muslim woman peering out from behind her veil with the headline, "Can Islam and democracy mix?," run above the photo? That was the case for The Economist, which dropped this campaign one week before the terrorist attacks

By Hallie Mummert Rare is the word that comes to mind when you hear that a client retains both the original copywriter and designer of a control effort to not only perform every tweak—save cover images—but to develop all the new test creative that tries to beat the control. But that's exactly what The Economist, a weekly magazine that serves up international and business news with a global view, has done. For the past five years, copywriter Lori Fletcher and designer Jo Fox have updated, revised and tested against their own magalog—which was produced in two weeks flat, as Fletcher recalls.

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