Joellyn Beckham

By Sharon Cole In the years leading up to the turn of the century, it seemed direct mail packages were just getting bigger and bigger. Whether it was a general attempt to stand out from standard-sized mail pieces or a subconscious connection to the approach of the new millennium can be left up to debate, but one company made a conscious decision to go against the grain. Birmingham, Ala.-based Southern Progress, a subsidiary of Time Warner, began distributing these petite 4-3/4" x 6-1/2" packages to promote one of its magazine titles. That decision proved to be a success, and now the

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