Neil George

KCI's Personal Finance looks beyond the self-mailer and wins big By Paul Barbagallo Never underestimate the impact of a #10 carrier-envelope format—"old faithful" to veteran direct mail practitioners—even if you're an investment-newsletter publisher. That's precisely what freelance copywriter Kim Krause Schwalm would assert after her component package for KCI Communications' Personal Finance beat the existing control—her own issue-log self-mailer. While Schwalm and KCI found steady success in the mail stream with the issue-log—which resembles a cross between a magalog and a specimen-newsletter issue—the #10 format was ever-enticing. In early 2003, Personal Finance decided to test an acquisition package that included a four-color brochure

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