The Campaign for United Nations Reform Makes its Case
Criticism of the United Nations, and the United States' relationship with the international body, has mostly fallen to conservatives, for whom U.S. sovereignty is primary. But a recent direct mail appeal from The Campaign for United Nations Reform (CUNR) shows that progressives and moderates can desire reform too, and it spells out that case in its four-page letter. The #10 letter-size package bears a heroic photo of Dennis Weaver, longtime film and television star best known to older prospects for his Westerns, like the 1950s TV series "Gunsmoke," as well as the popular 1970s cop show "McCloud." The enclosed letter is from Weaver, who segues from his law-enforcing onscreen persona into an appeal for a "Revitalized U.N. for the 21st Century" empowered by a civilian police force (not military) and ratification of the International Criminal Court Treaty (which the U.S. signed, then withdrew from). He also calls on the U.S. to take "a leading role" in increasing the U.N.'s power. In contrast, conservative opinion tends towards limiting the U.N.'s power. The dense appeal letter eventually ends with a straightforward call to action: "Please join CUNR now and help us build a more pro-U.N. Congress!" Memberships are requested at the levels of $25 (individual)/$30 (couples)/$50/$75/$150/other.

The Voucher Format Spreads to a Continuity
As many magazine publishers are making the transition from expensive edit packages to more cost effective vouchers, the continuity mailer Reader's Digest Young Families recently attempted to get in on the act. The company recently mailed a 4-1/2" x 9-1/2" voucher package to promote its Sesame Street ABCs book program. In most respects, the mailing is typical of standard voucher efforts, utilizing the familiar boxed order breakdown on the reply form, an attached statement of benefits to describe the offer and incentives, and a single insert as creative support. Two details break from the norm - a colorful "Sesame Street" logo adorning the otherwise plain outer envelope and the reply form's non-businesslike title, "Parent Courtesy Gift Voucher." Though this is the third format Reader's Digest Young Families has used for its Sesame Street ABC's program - the first and second respectively were a 6 x 9" sweepstakes package and a 6 x 11" glossy edit package featuring scratch-off game cards - the offer and incentives have remained largely consistent throughout. The introductory price is set at $4.99 plus $1.49 shipping and handling for the "C" book. The "A" book and the "B" book are then given free, along with two sets of flash cards, a play mat and a subscription to the Parent's Pages newsletter. The next two shipments of three books are sent each month at a price of $14.97, followed by a final shipment of 21 books at $4.99 per book with six-payment installment billing.

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.