‘Let’s do whatever The Wall Street Journal is doing’
Because of its well-earned reputation for million dollar mailings — and with apologies to Mr. Denny Hatch who invented the idea of doing this at on a daunting analog scale simply unimaginable today — I’ll try to post any subscription promotions The Wall Street Journal sends my way.
This package consists of a No. 10 kraft carrier envelope with a true label. It’s a match mailing with an 8-1/2 x 11-inch letter/voucher printed both sides, a gloss-coated cover-stock bookmark freemium, and a No. 9 business reply envelope.
The Journal’s mailings are hugely influential. Routinely and baldy copied to the last detail by circulation directors of business, professional, and consumer publications of every description. And with great success too—many of them are controls. All of which raises issues under the general heading “Plagiarism? Or best practice? YOU make the call!” A topic I plan to address in a future post.
For now, steal away. [Click on image to view full size.]
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Ideas in Circulation » Blog Archive » “What would The Jewish Week do?” | Respond to this comment
[…] Of course this kind of old-rule-breaking, new-rule-making circulation management is “drudge” work in that it requires item-by-item, issue-after-issue attention. And unlike traditional mail escargot, it also requires quick thinking and even quicker evaluations of results—day-by-day, if not hour-by-hour. Which fells the the old goal of evergreen controls that ran largely untouched for months and, with luck, trouble-free for years of predictable response. (”Two men graduate college”—indeed!) […]
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