Tracy A. Gill Take

By Tracy A. Gill Take even a cursory glance into the Who's Mailing What! Archive's newspaper publishing category (255), and you will see that this sector makes very limited use of the self-mailer format. (To be more precise, just 15.5 percent of 2004's newspaper efforts were self mailers, and more than two-thirds of those were double or triple postcards.) Knowing that, you can understand why a 16-page, passport-themed self mailer from Investor's Business Daily (IBD) caught our eye right away when it showed up in the Archive's February mail stream (Archive code #255-172928-0502). And that's exactly what Janet Beardon, manager of direct response for

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