Billboard Format Still Tops Response Charts for Smithsonian By Paul Barbagallo That copywriter Terry Talley and designer Linda Tabatch didn't know when they beat Smithsonian magazine's long-term control in 1995 was just how long their new package would be in the mail stream. No direct mail practitioners really do. But nearly a decade later, the tandem's original 81/2" x 11" billboard acquisition appealfit with an acetate pouch that contains just a double-postcard and a BREis still reaching prospective readers. "When Smithsonian first tested our package, it initially lifted response by 83 percent over the old control," Talley shares. "Our main goal at the
Paul Barbagallo That
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