Hello,

The Ballantine Corporation would like to welcome you to the February issue of our Sample of the Month Newsletter. This issue features a case study from our client Stuart Jordan, Circulation Consultant for Johns Hopkins White Papers, and their test of their #10 package control against two magalogs: full-sized and digest-sized.

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Johns Hopkins White Papers
#10 Package

This #10 package was University Health Publishing's control. The outer consists of their logo with the line "The favor of a reply to Johns Hopkins is requested." Inside contains an 8-page letter, brochure, reply card and BRE. The offer is for a free 30 day evaluation of their White Paper(s). In January '03, this control was tested against the two pieces below.

Johns Hopkins White Papers
Full-Size Magalog

The first test piece was this full-size, 12-page magalog measuring 8"x10.5". Both the BRE and reply card are bound into the magalog. In addition, the piece is imaged in two locations: the back and on the reply card inside. The offer is the same as the #10 package: a free 30 day evaluation of their White Paper(s).

Johns Hopkins White Papers
Digest-Size Magalog

The second test piece was this digest-size, 36-page magalog measuring 5.5"x8.5". For this piece, the perforated back cover of the magalog serves as the reply card. The BRE, like in the full-size magalog, is bound in. The offer is the same as the #10 package: a free 30 day evaluation of their White Paper(s). Results are below.

Three completely different formats- #10 package (the control), full-size magalog and digest-size magalog- were tested against each other. The digest-size magalog was the clear winner showing a substantial lift in net response over the #10 package. And the biggest, but pleasant, surprise was that the rollout price of the digest-size magalog was the same as the #10 package.

Starting in April '04, Stuart Jordan started testing cover alternatives because he was concerned about response fatigue from mailing the same piece over and over again to the same audience. His testing concluded that the cover can definitely make a significant difference.

As a result of their cover testing, Johns Hopkins White Papers has a new control (still the digest-size magalog). If you would like to see the cover design and copy, please email us.

Ballantine is a full-service direct mail production agency providing creative copy and design, print production and mailing services. Established in 1966, we bring a full plate of benefits to our clients including top-notch project support and competitive pricing.

Please visit Ballantine.com for more information as well as additional samples of our work and a 3 minute video.

Thank you for taking the time to read the February issue of our Sample of the Month Newsletter. If you have any feedback, please email us.