Folio:'s 14th Annual Circulation Direct Marketing Awards
Gold.Men's Health Rodale Press Publishing: David Zinczenko, Managing editor, Men's Health International Creative: Marc Kauffman, Senior designer
Comments: Keeping up stratospheric response levels is quite a challenge! For this effort, Men's Health used a magalog. The goal of this package was to beat the successful control and increase payup. The strategy was to lay out a clear, simple offer focusing on what concerns men most: less gut, more muscle, less back pain and better sex. Great visual cues and bullet points help the reader see benefits quickly. The magalog beat the existing standard by an average of 25 percent on both house and outside lists.
Silver.Martha Stewart Living Time Publishing Ventures, Inc. Publishing: Lauren Stanich, Consumer marketing director Creative: Judy Weiss, Copy; David Gordon, Design
Comments: The package has a unique vertical format, a highly desirable freemium and a mystery gift premium from Martha Stewart herself. Too often the product and the promotion get separated. But this package is elegant and flowery, as well as informative and inspirational in tone, and produced excellent results: a 6 percent gross response and a projected net response lift of 30 percent.
Gold.Worth Capital Publishing Publishing: Greg Wolfe, Circulation director Creative: David Dwek, Creative director, Breakthrough Advertising; Ivor Parry, Art director, Breakthrough Advertising
Comments: The magazine makes excellent use of Peter Lynch, an exclusive columnist with the magazine, in every element of the package. The judges loved the stock-pick lift note, which is a good representation of what the magazine is about. The goal here was to maintain high response but reduce overall bad-pay copies served. Results were extraordinary: Cash with order increased from 0.4. percent to P percent. Overall net response increased by 9 percent over the sweepstakes control and, when billing expenses and bad-pay copy costs were loaded in, the P&L per sub jumped 30 percent.
Silver.Bicycling Rodale Press Publishing: Jonathan Peace, Assistant copy supervisor Creative: Chris Gaugler, Associate art director
Comments: The award recognizes the strategic approach, which was to broaden the magazine's appeal beyond hardcore cyclists. The appeal challenged other Rodale customers to add adventure and excitement to their lives. The judges loved the stickers on the outer envelope - "yes," "no" and "maybe." The "no" sticker says, "The couch is warm and safe." The copy was inclusive. The graphics were excellent. The package beat the standard by more than 30 percent.
Gold.Mobilia Hyatt Research Corp. Publishing: Eric H. Killorin, Publisher Creative: Don Hauptman Inc., Copy; Ted Kikoler, Designer
Comments: This package is visually exciting. It reminded the judges of a collector's catalog. There is an illustrated letter that's particularly good, and it's impossible not to read because of all the collectibles mentioned. The whole package has been thought out very well. Gross response from the rollout was 4 percent and prepayment 91 percent. The package was profitable and grew Mobilia's circulation from 2,500 to 20,000 in only six months.
Gold.Prevention Rodale Press Publishing: Roger Amerman, Copy director Creative: Marc Kauffman, Senior designer
Comments: It's simple, clean, upbeat and an effective way to present a first issue renewal and sweepstakes. Good use of copy. The judges particularly I the happy-face sticker, which adds a certain expectancy to the sweeps offer This package beat the standard by 34 percent, allowing Prevention to increase the effectiveness of its renewal series with fewer efforts and less cost.
Silver.Black Enterprise Earl G, Graves Publishing Co. Publishing: Robert S. Acquaye, Vice president, Director of circulation Creative: Arthur Cerf Mayer, President, Just Creative; Terence Saulsby, Promotions designer
Comments: The innovation here is the tie-in to the NAACP, capitalizing on the fact that the organization has gone through some very positive changes recently. …