“Provocative” is the word to describe G+J USA Publishing's 6" × 9" charter package for Flash, a new title that covers “stars, style, shopping, sex” for 20-something women. Dropped in late December, the launch's first effort conveys the magazine's editorial similarities to popular titles such as InStyle, Lucky and Jane, using Maxim's splashy, irreverent voice.

Following the trend of emblazoning the outer envelope with marketing copy, Flash is printed in bold red letters on the front side, while the back features a laundry list of teasers, such as “What does his email REALLY mean?” and “Celebrity fashion faux pas.”

Inside the package, a fold-out, color brochure further delves into Flash's editorial character. For each of the magazine's four subject areas — stars, style, shopping, sex — the brochure presents “truisms.” For instance, two for “sex” are: “Any guy who makes a booty call after 10 PM will never be your boyfriend” and “Fix'er uppers are fine for apartments, but not for boyfriends.” Photographs accompanying the truisms include Hollywood celebrity Jennifer Aniston in the “star” category. The one-liners are not limited to the brochure, however. They continue throughout the florescent orange “Why You?” lift note, as well as the sales letter.

The soft offer of $12 for 12 issues (one risk-free) is promoted on the reply card as the equivalent of “7 Issues Free” because subscribers receive a “$23 savings off the cover price.” The red dot involvement sticker, revealed through a window on the outer, mimics this message. (The charter price is competitive with most women's fashion/beauty titles, whose direct mail offers typically range between $8 and $15.)

G+J senior VP, consumer marketing Diane Potter says this is one of three similar packages being tested, which are so far running “neck and neck.” Potter is so pleased with the packages' creative that she would not reveal the names of the copywriters. “If I reveal my creatives, everyone will want to use them!” she laughs.

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.