Melissa Chadwick

By Tracy A. Gill At first glance, a recent self-mailer from cellular service provider Nextel to Northwest Airlines (NWA) WorldPerks members doesn't seem all that different from the scores of telecom efforts the Who's Mailing What! Archive receives each month (Archive code #808-400828-0505). The 6" x 10" self-mailer first greets the prospect with a simple--if not ubiquitous--teaser on the plain, white address panel: "Free Incoming Calls." The back panel, which is more brightly adorned with Nextel's signature yellow-and-black color palette, repeats that teaser, adding that the recipient also will be entitled to "Faster Connections," a free phone and up to 7,000

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