Hello,

The Ballantine Corporation would like to welcome you to the September issue of our Sample of the Month Newsletter. This issue features our client World Publications' Saveur Magazine and their test of a magalog against their voucher control.

If you have any questions about this issue or would like to give us feedback on how to make our newsletter better, please email us.

If you are, please stop by booth 119 to say hello. To register for an exhibit hall only pass, log onto www.dma05.org by October 5th and enter Value Code VIP001. This Value Code drops the price from $300 to only $30.

Hope to see you there!

Saveur Magazine
Magalog

This 16-page plus cover magalog, measuring 6 x 10-1/2, was tested against their Professional Courtesy voucher control package (#10 size outer).

The back cover has an extra panel extension that contains a perforated BRC. Furthermore, a bright yellow IMPORTANT NOTICE buck slip was blown in between the last page and the back cover.

This bright yellow buck slip strategically falls out when the magalog is opened.

* This package was written by Jay van Wagenen and designed by Marty Davidson.

World Publications decided to test a magalog against their voucher control package in their June 2005 mailing.

"Our voucher performs well when mailed to house names and other outside lists that are familiar with the magazine," said Leigh Bingham, Consumer Marketing Director for World Publications. "However, in terms of attracting subscribers outside a very tight niche, we felt it was important to do a lot more promotion than the voucher format allows."

World Publications' goal was to open up a greater list universe for their Saveur Magazine mailings and the test results so far look good.

"We're seeing a huge lift in gross response across house names and outside lists alike," said Leigh. Of course, what the magalog doesn't do (and the voucher does so well) is bring in cash orders. The pay up to date, however, is very strong so we anticipate an overall lift in net."

World Publications will test at a larger quantity in Saveur's December mailing and will include a BRE in one of the tests. In a future issue, we will feature this test to see what impact the BRE has on pay up.

We are a full-service direct mail production company established in 1966. Some of our clients include The Economist, Smithsonian Magazine, Wall Street Journal, Weight Watchers Magazine and Johns Hopkins White Papers.

For more detailed information, please view our 3 minute video at:

http://www.ballantine.com/benefits.html

Thank you for taking the time to read the September issue of our Sample of the Month Newsletter featuring World Publications' Saveur Magazine.