Inbooks
Inbooks, the latest addition to the Bookspan/Doubleday family of book membership clubs offers a selection of books directed  primarily at busy women who wish to keep up to date with popular literature. The specialty club is described as combining "chic sociability with serious literary pursuits," and women are pictured potentially discussing a recent book club selection in the 10-1/2" x 8" self-mailer. The teaser "begin enjoying the in life!" refers to a list of popular titles such as The Nanny Diaries, The Red Tent and About a Boy. The mailing further divides Inbooks' selection into three segments: Indulge, Inform and Inspire. The Indulge section features best sellers, cookbooks, health books and popular fiction. Inform is made up of education and lifestyle titles. The final division, Inspire, includes biographies, first novels and classics like Pride and Prejudice. The introductory offer is set at $4 for four books, plus unspecified shipping and handling, underlining its motto "spend less, read more!" With orders, a denim tote bag premium is also given. Members are obligated to purchase an additional four books in the next two years.
The Alzheimer's Disease Fund
A recent promotion tracked from The Alzheimer's Disease Fund, a program of Project Cure, illustrates that there is more than one way to be aggressive in the mail. A few years back, this mailer used a  $25,000 cash sweepstakes to attract donations. In this more recent effort, its 2002 Area Drive, The Alzheimer's Disease Fund has dropped the contest and instead presents a straightforward No. 10 solicitation. But in its quiet way, this new effort is still quite an attention-getter. The personalized letter uses a handwritten-font on yellow lined notepaper (partially visible through the envelope window) that looks a lot like personal correspondence written especially for the prospect. This implied familiarity extends to the pitch itself, starting with "Please excuse the informal note…" and continuing on to infer a prior relationship with copy like "Perhaps you didn't receive a letter from us or maybe our volunteers did not visit you at home…" The foundation's website is provided for more information, or for those who wish to receive the organization's online newsletter. The "Voluntary Donation Form" suggests contributions in the amounts of $10/$15/$25/$50/$100/other.
Sunglass Hut
The latest catalog from Sunglass Hut International features Gen X & Y celebrity (and World Skateboarding Championship winner) Tony Hawk. On the cover of the book, a photograph of the pro  skateboarder donning a pair of Arnette shades is combined with endorsement teaser proclaiming "Tony Hawk wears Arnette." As it turns out, the Arnette glasses are some of the least expensive ones in the catalog (priced at $65), while pricier shades, such as Maui Jim's Ka'anapali's, cost $248.99 per pair. Although Mr. Hawk is featured on the front and back covers and on the first two pages of the 32-page book, he is not the only celebrity in the catalog. In a different promotional tactic, the center of the book features an advertisement for the feature film Men in Black II, which stars Ray-Ban wearing Will Smith and Tommy Lee Jones. Adjacent to the ad is a sweepstakes tie-in offer with Ray-Ban sunglasses for a trip to Hollywood. The push of the sweepstakes is to drive traffic to retail stores, but contest entry and merchandise orders can also be placed online. Customers visiting the site and making a purchase also receive free shipping.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance. Located at:www.MarketRelevance.com
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