Patricia Silver

For the last two decades—and particularly the last few years­—vouchers have been a mailstream staple. And despite occasional evidence to the contrary, the format doesn’t seem to be going anywhere. “It’s really amazing,” states Patricia Silver, president of Bethesda, Md., consultancy Silver Marketing. “That little package, for the right product, does so well.” Most of the time, that “right product” is either a magazine or a newspaper, but voucher fever has been spreading of late, working its way into the programs of association, software, nonprofit and even financial services mailers. This can be attributed, in part, to savvy mailers “stealing smart,” contends Caroline Zimmermann,

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