Footstar Mails First Action Playbook
The inaugural Action Playbook catalog comes from the Footstar Corp., the footwear company behind the Footaction and Just for Feet retail chains. Described as "'the book' for the best athletic gear available," the 48-page catalog targets the serious athlete as well as the casual fan with everything from baseball gloves to the latest Nike footwear.  Likened to a sought-after playbook of a championship football team, the editors of Action Playbook recommend that readers take extra special care of this catalog, suggesting consumers "guard it with your life" and "carry it with you at all times." This might seem a bit drastic, but the February 2003 edition is being marketed less as a traditional catalog, and more like the bible of sporting merchandise. The note on the inside cover suggests that included products were specifically chosen by athletes. Scattered throughout the book are views from pro athletes on what it takes to get to the next level, pointers on how and why a product can benefit the consumer, and a variety of interesting facts. Readers will not be given any secret tips on how to be a better athlete, but they will learn why Reebok X-Beam technology is so comfortable or why Nike fielding gloves are designed for serious defense. Prices range anywhere from $64.99 for an aluminum bat to $139.99 for a pair of Nike Air Max Finisher's. Orders can be placed on the phone or through the company's Web site.
Page Turning Email from Foreign Policy
Befitting an online publication, the global political magazine Foreign Policy recently introduced its Digital Edition via e-mail.  According to the promotion, the Digital Edition is designed to emulate and expand upon "the look, feel, and experience of reading a printed magazine-right on your computer" with "exact page replication, animated page turning, keyword search, hyperlinks to online resources, SmartZoom, highlighting, electronic notes and more." An eye-catching animated graphic located in the center of the e-mail accurately reflects the essence of the Digital Edition. A laptop computer is pictured, with rapidly turning pages from Foreign Policy's March/April 2003 issue on screen. The graphical page-turning idea is revisited atop the click-through web page, though with a simplified image. Beneath the graphic, highlights from the current issue are listed, covering timely topics such as terrorist training and the foreign policy of future Presidential contenders. The e-mail offers a free trial issue, with the soft offer of $9.98 for six issues with one issue free revealed on the online order form, 50% off the $19.95 print control rate.
Johnson Smith Launches Full of Life
A new catalog offering a variety of wellness products for men and women hit mailboxes in late February. Called "Full of Life," it targets the older, wiser set and comes from Johnson Smith Co., known for the Things You Never Knew Existed catalog and its gadgety spin-off, Clever Gear.
 Catalog sections in the premier edition include Better Sleep, Allergy/Asthma, Helpers Around the House, Mobility, Health Aids, Fitness, Therapeutic and Personal Care. Cover merchandise includes a medication reminder watch ($99.98), a cold therapy device for the feet ($18.98) and the F5000 Inversion table ($399.98). Prices are found inside the book, not on the cover, and shoppers are given page numbers to easily find them. Two "full of life" retirement-age couples are also shown on the cover; one relaxing on the golf course, the other near the water, making the target demographic easily recognizable. Johnson Smith's latest concept is entering a very crowded market, occupied on the higher end by such catalogs as FeelGood and the Gaiam family of books, and on the lower end by problem-solving discounters like HealthHouse, Dr. Leonard's and Healthy Living. With its wide range of price points, and subtle touches like ending all prices in a value-minded 98 cents, Full of Health sails right down the middle with the best of both worlds.
Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by ParadyszMatera. CM staff conduct the interviews.
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