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 American Association for the Advancement of Science (AAAS), publisher of Science Magazine, and their test of a billboard mailer versus their voucher control.

We would like to welcome the newest addition to our family of clients, The Motley Fool. They provide a wide variety of well-known investment products including newsletters, books, a newspaper column and a radio show.

Science Magazine
Control Package

This #10 voucher package is Science Magazine's control. It contains a 2-color form, a 4-color brochure and a BRE. The outer envelope reads "Time-Sensitive Material. Please Open At Once." The offer is for a Professional Membership to AAAS including 51 weekly issues of Science magazine for only $139 dollars.

Science Magazine
Billboard

Science Magazine mailed this billboard test piece in January. It measures 8-1/2 x 11 and is 4 color on both sides. Poly-wrapped to the front of the billboard is a 4 color double postcard with a tear away reply card. The offer, which focuses more on Science Magazine, is the same as that of the control.

Science Magazine has been successfully using a voucher package and has figured out ways to improve the look of the package while boosting response at the same time. For example, redesigning the voucher form boosted response by 20%.

They recently tested a billboard piece against this voucher control in January.

According to Julie Wielga, Marketing Associate for AAAS, "We tested the billboard format in the past and it did ok. We decided to test it again using fresh artwork- the cover of one our most popular issues of Science Magazine- thinking response would jump."

The Results: while it's a little early to say with 100% certainty which mailer is the winner, the voucher is outperforming the billboard.

"I had high hopes for the billboard because it's such a stunning piece," said Wielga. "I think the "official" look of a voucher works so well for us because of our scientific audience. Plus, we've figured out ways to make our voucher look better while boosting response at the same time."

What about you? If you're currently using a voucher package, what can you do to make it both look better and increase response?

We are a full-service direct mail production company and can provide you with technical expertise, full project support and aggressive pricing. For more detailed information, please view our 3 minute presentation at:

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.