Josh Manheimer

By Paul Barbagallo To inject more life into your direct mail control, sometimes you just have to think big. Not necessarily "big" in the literal sense, but big in terms of offer, creative and overall marketing strategy. When faced with the challenge of beating Trailer Life Books' long-term control mailing for its "Ten Minute Tech" roadside guide for recreational-vehicle enthusiasts, freelance copywriter Josh Manheimer did just that. Partnering with freelance designer Robert George, Manheimer created a #14 envelope package that indexed at 354 after an initial test in January 2003, and has been the control ever since. Before the book publisher enlisted

By Noelle Skodzinski Are you an intellectual and proud of it? You are if you read The New York Review of Books, suggests the five-year control mailing created by direct mail copywriter Josh Manheimer. One of the peel-and-stick response stickers that shows through the mailing's yellow outer envelope reads: "Yes! I'm an intellectual and proud of it. Send me 3 free issues!" And, if you don't read the prestigious publication, you are essentially saying, "No, I don't like to think." The other sticker suggests, "Give my 3 free issues to someone who does." That phrase suggests to the reader that these issues

By Hallie Mummert While The Christian Science Monitor is not the most conventional news organization, it practices textbook-correct direct mail marketing. Which is good, since Circulation Director Brook Holmberg calculates that direct mail accounts for about 50 percent of the paper's new business. Through an iterative process of testing and analysis, Holmberg has honed the acquisition side of the Monitor's direct mail program to not one, but two strong controls. The Self-mailer Controls In the early 1990s, the Monitor's best-performing controls were self-mailer formats. Postcard formats, in particular, were favored by many daily newspapers—the publications are household names in their markets, and so

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