Jennifer Ogden-Reese

Some people would be content to have one high-performing, cost-effective control that they can count on to continually bring in new customers. But not the folks at People magazine. Why settle for just one control, they might ask, when you could have two? And settle they haven't. In addition to the greeting-card control the magazine has been mailing since 2002 (see Mail Watch, October 2004, and "Putting People Back in Creative," July 2003), People has tested into a second control: the affectionately named "spa package." This mailing began testing in 2003, rolled out in the beginning of 2004, and first appeared in the Who's

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