Tracy A. Gill Illustrating

By Tracy A. Gill Illustrating that some tactics can work across media formats, Martha Stewart Living recently found direct mail success using a stalwart of the catalog and magazine businesses: the blow-in insert (Archive code #203-177621-0412). According to Rich Fontaine, senior vice president, circulation director for Martha Stewart Living, the publisher recently tested a blow-in for its 6" x 101/2" magalog—which has been the lifestyle magazine's control since 2002—to try to replicate the success it has enjoyed with blow-ins over the years in its catalog business, Martha Stewart: The Catalog for Living. Even though it features only a few lines of copy,

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