Ken Schneider

Direct mail has always been the key marketing channel for launching or relaunching a magazine. Formerly, that meant a splashy magalog. But times have changed, as publishers don't want to invest that kind of cash — yet they also hesitate to send out the common voucher for a new title.

On Feb. 29, two recognized figures in the direct mail field electrified the audience during a webinar entitled "Copywriting & Design All-Star Session - 2012 Best Practices for the Direct Mail Envelope, Letter, Brochure & Reply Form." Ken Schneider and Elaine Tyson discussed how to improve direct mail performance and, specifically, how to overall the "Big Four" — the envelope, letter, brochure and reply form — with new ideas, techniques and maybe even formats.

How do you improve your direct mail performance in one fell swoop? You overhaul the "Big Four" - the envelope, letter, brochure and reply form - with new ideas, techniques and maybe even formats. Perhaps only a few tweaks are needed, or a full-tilt updating is required. Either way, we'll show you how to beat the current control and create the next great one.

For such crucial advice, who better to ask than a genuine all-star copywriter/designer? According to Circulation Specialists, Ken Schneider is "on the top 5 list of magazine direct mail writers in the country." With over 30 years of experience, he's written winning packages for over 200 magazines and newsletters like Rolling Stone, National Geographic and the UC Berkeley Wellness Letter, along with clients such as Coca-Cola and Mercantile Bank.

Joining him will be Elaine Tyson, president of Tyson Associates, a consulting firm that provides circulation management services to magazine publishers. She brings 40 years of direct marketing and circulation management experience, and counts dozens of business and consumer magazines as well as associations and nonprofits as clients.

Attend this all-star webinar to learn the following:
- The type of envelope and letter copy that connects with today's prospects.
- Which formats are winning today, and how to maximize their unique benefits.
- The new positions, sizes and tricks that make the reply card more effective.
- The long letter vs. the short letter and the latest techniques (for Johnson box, margins, color, fonts, P.S., etc.) that belong in each.
- Brochures add to the budget, but designing the right kind can seal the deal. We'll show how.
- An insider look at a few gangbuster campaigns, including a rundown of what made each an overwhelming success.

Registration fee: $79

Click here to view this webinar, today!:



Couldn't make it on February 29? No problem! DirectMarketingIQ webinars are archived for 90 days after the live event. Click above to register and get access to this webinar on-demand.

As every copywriter knows too well, vouchers have become ubiquitous, particularly in publishing. While copywriters have been forced to adapt their creativity to this shorter, business-like format, vouchers remain villain No. 1 for many. Besides the obvious hit to the pocketbook, here are a few other reasons why many copywriters, according to Ken Schneider, dislike the format and why they hope their clients will reconsider their presence. #1 They deceive the customer. Schneider finds a voucher both deceptive and misleading, and he believes the only reason it works is because it looks like a bill. “People by rote just send in their money.

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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