Judges Critique FOLIO:'s Circulation Direct Marketing Awards

Article excerpt

FOLIO:'S Circulation DirectMarketing Awards This year FOLIO: gave 14 Gold and u6 Silver Awards, and nine Certificates Of Merit in its Fifth Annual Circulation Direct Marketing Awards program. Outstanding promotion efforts in 12 direct mail categories and one television marketing category were honored. Here FOLIO: presents the Gold Award winners with comments from the judges. Also included are the names of the creative teams and suppliers who helped produce the Gold Award efforts.

The competition covers promotions that were mailed or broadcast between July 1, 1985, and June 30, 1986. The winning packages were chosen from approximately 200 entries on the basis of creativity, technical execution and strategy.

The five competition judges were Diane Brady, vice president, consumer marketing, New York Times Magazine Group; E. Daniel Capell, executive vice president, Compuname/Names in the NewsM and publisher of Capell's Circulation Report; John D. Klingel, presidnet of John D. Klingel & Associates; Jerry Reitman, executive vice president, Leo Burnett U.S.A.; and Shirrel Rhoades, publisher, Family Computing.


"The bright orange elongated outer envelope is bound to get anyone's attention. It simply has to be opened out of curiosity, if for no other reason. Once you're inside, every piece sells. The four-color brochure folds out to reveal several covers on one side and inside spreads on the other. The copy outlines the best features and benefits of the magazine in an easy-to-read manner. The package also contains a very small but dramatic lift letter utilizing the same bold colors of the rest of the package. The message is very short and effective.

"The oblong Money package is hard to miss in your mailbox. Inside are all the ingredients to convince you that it will change your financial future."

PC World

"PC World uses bold type to tease you inside the package, where you discover that other computer jocks like youself read this IBM PC magazine. A lift letter shares testimonials from satisfied readers, a four-color brochure makes it look 'techy' and exciting, and a digital clock premium (illustrated with a four-color buckslip) should tip the reader over the edge to subscribe."

"If ever I've seen a package that takes advantage of a free gift offer, this one certainly does. It has teaser copy on the outer envelope; more than a traditional Johnson box on the letter with very bold headlines that say 'free gift,' a highlight in the P.S., and a separate fou-color premium insert showing the premium. The only thing they might have done to improve this package is to have shown a picture of the premium on the order card as well."

Homes International

"One look at the lush waterfront property pictured on the four-color outer envelope for Homes International, and you say, 'I want to be there.' Inside, the colorful brochure cortinues to allure, with pictures that prove the magazine is 'the showcase of fine living.' A Preview Guide adds a strong premium to this appealing tour of the finest homes in the world."

"Spectacular outer envelope. It reminds me of the vacation home I wish I had. The brochure is well laid laid out--clean and simple."

"Opening this package is irresistible if you are at all interested in beautiful homes. If feel that the letters that are most successful ar the letters that tell you what they are going to tell you before they've told you, and, at the end, tell you what they've told you and sum up the jk offer. This does just that. The letter is pretty traditional, but made a little more interesting by pen sketches of unique homes."

Foreign Affairs

"Good copy, attractive offer. A quality look while using only two colors."

"Foreign Affairs targets its audience well with a simply envelope carrying black type on a traditional 6" x 9" mail package. The envelope has provocative teaser copy that asks, 'Should you be reading the most influential periodical in print? …