The effects of the new definition of paid circulation for auditing purposes was evident in the flood of fall and winter magazine solicitations. One notable test came out of Meredith Corp., which learned long ago that using a two-years-for-the-price-of-one offer in its magazines' new business efforts dramatically reduces renewal and rate base-maintenance costs.

A promotion mailed to 40,000 Better Homes and Gardens prospects took that strategy to its next logical level, offering three years for the price of one. As with BH&G's controls, this offer is soft (one free issue), and the price is $19 for one year ($16 plus $3 postage and handling). But moving from a two- to three-year term brings the price-per-issue down from $0.79 to $0.53.

The creative and components of this polybagged test mailing parallel past efforts in many respects, with one big difference: A much greater emphasis on playing up the generous offer terms.

“With such a remarkable offer, we wanted to make sure that it that came across from the get-go,” says Ellen de Lathouder, VP, creative services for Meredith and head of the in-house design team that produced the test package. “Rather than ‘quietly’ promoting the offer as we did with our control's two-for-one, we marqueed the three-for-one everywhere that we could, so that consumers couldn't miss it. Even though we used the magazine's editorial as a selling point — ‘Real homes for real people’ — the offer's story takes precedence. The idea is to help break down a consumer's resistance to opening the package.”

In all, there are five separate references to the new offer, employing every iteration imaginable (“Double Our Best Offer Ever!,” “Two Years Free!,” “Please Accept 24 Issues Free!”). In addition, a new, large-type personalized teaser has been placed above the address panel: “[Name] — You've been chosen for a marketing test…”. BH&G has used the “marketing test” idea in past sales letters, but this is the first effort that makes this rather inspired bit of honesty a star on the polybag's outer. “We come out and say that this is a marketing test to give the offer added credibility,” notes de Lathouder. “The personalization supports that and adds to the consumer's sense of exclusivity.”

Other attention-getting, action-motivating features include a quick-reply warning (“But hurry — reply within 10 days!”) and a freemium brochure (“Decorating Secrets”) that's highlighted on the polybag (“Bonus Free Gift Enclosed!”). The freemium is carried over from prior efforts, although it's been updated to include references to the three-for-one offer.

Like previous BH&G packages, this test piece also includes two lift notes. The main one (“I have a confession to make…I'm hopelessly in love with my home”) is largely unchanged, but the second one has been replaced with a new note that re-emphasizes the three-for-one offer. This new lift note is aptly headlined: “We've never done anything like this before…”

Meredith also tested three other efforts that featured higher-priced subscription offers for the same three-year term. However, since the publisher is not releasing its results, only future mailings will reveal which offer worked best.

Seen in the Mail items are identified by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by Paradysz Matera. CM staff conduct the interviews and edit the items.