Hello,

The Ballantine Corporation would like to welcome you to the May issue of our Sample of the Month Newsletter. This issue features a case study from our client Aperture Foundation and their test of both a magalog and a voucher package against their long-standing #14 control.

It's called "Cutting Your Direct Mail Production Costs" and can be downloaded here (it's a PDF with no sign up required). If you can, email us your feedback.

Aperture Magazine
#14 Control

This piece is Aperture's long-standing control. It's a #14 package with 2 windows. Inside are 5 components: a 4-color brochure, buckslip, reply card, 2-page letter and a BRE. The offer is for a one year subscription to Aperture magazine (4 issues) for $40 including a bonus copy of Paul Strand's photography book.

Aperture Magazine
Magalog

Aperture Magazine
Voucher Package

This voucher package was also tested against the #14 control. It's a #10 envelope and contains 3 components: an order form, buckslip and BRE. The offer is the same as the control and magalog.

Aperture Magazine has been using a #14 package successfully for a long time now and recently tested it against both a magalog and a voucher package.

According to Dana Cowsert, Marketing Director for Aperture Magazine, "We tested the magalog format because, since Aperture is a fine-art photography publication, we thought it would be an excellent format to show potential subscribers the depth and beauty of the magazine."

Well, Ms. Cowsert was right- the magalog generated the most net orders out of all 3 formats.

The biggest surprise of the test?

"Since our magazine is a photography publication, we intuitively think we have to show a lot of lush images to sell the magazine, but the voucher package performed surprisingly well," said Ms. Cowsert. "But we haven't been using the voucher long enough to see if the subscribers renew. I'm afraid it's overly-simplified format doesn't connect emotionally with the recipient and that, long term, it's not the way to go."

What's next?

Aperture is currently working the numbers to see if the magalog's success will be hindered by it's more expensive costs. They're thinking about taking the general concept of the magalog and reformatting it to a more traditional, less expensive piece.

Something to think about it...

How can you take the general concept of the magalog and mold it into a mail piece that will generate record-breaking response rates for your company?

We are a full-service direct mail company providing creative, printing, mailing and 1-to-1 marketing solutions. The benefits of partnering with us include technical expertise, full project support and aggressive pricing.

For more information, please view our 3 minute presentation at:
http://www.ballantine.com/benefits.html

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