1. Direct Mail: Powerful, Cost-Effective Formats and Techniques

2. Voucher Packages — New Innovations

3. O, The Oprah Magazine, Control Package, 2002 Approach: Explanation of benefits

4. O, The Oprah Magazine, Lift Note Test, 2002 Results: 5-10% LIFT, now included w/ control

5. Redbook, New Voucher Package Test, 2002 Approach: Reader Appreciation Program

6. Redbook, New Voucher Package Test, 2002 Results: 30% LIFT, is now control for all lists

7. House Beautiful, New Voucher Package Test, 2002 Approach: Branded message w/ editorial lift note

8. House Beautiful, New Voucher Package Test, 2002 Results: Even with the control

9. Testing Out of a Voucher Package Case Study: Working Mother Control Package

10. Working Mother, New Package Test, 2002 Approach: Edit-driven message w/ redesign

11. Working Mother, New Package Test, 2002

12. Results: 60% LIFT in response to outside lists!

13. Working Mother, New Package Test, 2003 Test: Scaled back components, savings of $60/M Test: Higher sub price w/ stronger offer focus

14. Working Mother, New Voucher Concept, 2003 Approach: Strong edit message & 4C images

15. Going Beyond the Double Postcard Design by Kat Stewart

16. Hope Magazine, Control Package, 2000-2001 Approach: 6 panels w/ strong edit message & images

17. Hope Magazine, Control Package, 2000-2001 Results: Became new control for two years

18. Letter Based Packages — New Ideas & Formats

19. Hope Magazine, New Package Test, 2002 Approach: Magalog w/ letter, edit-driven message

20. Hope Magazine, New Package Test, 2002 Results: 32% LIFT over previous control

21. Yoga Journal, Control Package, 2001-2003 Approach: Personal story w/ nested pages

22. Yoga Journal, Control Package, 2001-2003

23. Results: 40% LIFT over previous control

24. Cooks I llustrated, New Package Test, 2003 Approach: Personalized poly-bag w/ sample issue

25. Cooks I llustrated, New Package Test, 2003

26. Renewals: Businessweek Cover Wrap #1 Approach: Emphasis on 3-year savings Mailed: 6 months before expire

27. Renewals: Businessweek Cover Wrap #2 Approach: Preferred customer savings Mailed: 3 months before expire

28. Renewals: Businessweek Cover Wrap #4 Approach: Last issue warning Mailed: At expire

29. Generic Renewal Series: Primedia Outdoor Group Challenge: To gain cost savings without losing each title's unique identity and personality

30. Hunting Group, Efforts 1-2, Five Titles

31. Shooting Group, Efforts 1-2, Five Titles

32. Fishing Group, Efforts 1-2, Three Titles

33. Generic Efforts 3-4, for13 Titles

34. Generic Efforts 5-7, for 13 Titles

35. Savings Tip: Print Alternate Color Patterns

36. Reaching the Hearts and Minds of Your Readers