Sean Lyden on

Card Tricks Reduce Direct Marketing Costs With Postcards By Robert W. Bly The standard #10 direct mail package is the workhorse of direct marketing, but since Sept. 11 and the anthrax scare, self-mailers have seen a resurgence—most notably the magalog for long copy and the standard postcard for short copy. Because of limited space for graphics and copy, and the lack of a response form, postcards work best when the following conditions exist:

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