About three years ago, Ladies' Home Journal and its parent company, Meredith Publishing Corp., announced the debut of a new magazine created specifically for women ages 40 and above, called More. The launch package was a #9 envelope mailing with a bright red outer and lots of photos of middle-aged women, both celebrities and models. In October 1998, Inside Direct Mail reported on More's success in upgrading the charter effort to a 9" x 12" envelope format (203MOREMA0798); a second 9" x 12" envelope mailing had been running neck-and-neck with the upgraded control for several months. Recently, More has soundly beaten both

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