Marie Claire

After a one-year absence from the Who's Mailing What! Archive, W magazine is back with a new effort—and it's a big departure from what the publication most recently has been using to bring in new business. Throughout 2000 and 2001, we were seeing only double postcards and professional voucher efforts from W, which is not so unusual since the rest of the mainstream consumer media have been hooked on these formats, too. But double postcards and skimpy professional discount offers used singularly are an odd risk for a publication whose prior control—and a long-term one at that—was a 9" x 12" envelope effort that

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