Paul Barbagallo That

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 appeal—fit with an acetate pouch that contains just a double-postcard and a BRE—is 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

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