The Discovery Channel Redesigns Logo
The Discovery Channel’s catalog has been recently redesigned. The Discovery Store’s new logo rebrands the catalog to match the cable network’s shopping website, DiscoveryStore.com, downplaying the word “Channel.” The cover of the Holiday 2008 book features a 3' Ultimate T. Rex Skeleton ($49.95), which is part of the “Creature Habitats” section. Inside, the catalog features a variety of educational toys and gifts associated with the network. Two-page spreads promote product categories, like “Cool Space” with products ranging from space expedition documentaries to a high end 8SE Telescope ($1,399.95). Other sections include “You vs. Wild,” “Living Well,” and “Earth Science.” There are also categories that specify age group, such as “Kid Space” and “New Baby.” One section of the catalog features “18 Gifts Under $30.” Some of these bargain gifts include a Cash Cab Board Game ($24.95), a Kinetic Space Shuttle ($19.95), and an Ultimate Survivor in a Bottle Kit ($24.95). Most of these categories provide a custom URL to drive web traffic to particular products, such as DiscoveryStore.com/Health, DiscoveryStore.com/Baby, etc. The book also offers many DVD sets of programs that have run on the cable channel and its sibling networks TLC, Animal Planet, and Discovery Kids. Free shipping accompanies $75+ orders, an incentive that has been tracked previously. Orders can be made by mail, phone, fax, or online.
Bon Appetit Adds Recipe Freemiums
Conde Nast’s culinary magazine Bon Appetit mailed a voucher package with “Do Not Bend” on the outer envelope as a message to mail carriers and recipients alike that the materials inside are important. Enclosed are four 3½” x 5” color recipe cards that present recipes for the following courses: Carrot Soup with Orange and Tarragon; Cheesy Zucchini and Red Onion Flatbread; Sauteed Chicken with Tomato-Saffron Vinaigrette on Frisee and Strawberry Tiramisu. As in previous efforts, the enclosed voucher is titled “Professional Discount Rate” and a list of "Professional Subscription Benefits" outlines the special issues throughout the year (Barbecue, Restaurant, Thanksgiving, etc.). It also touts the premium on payment "Tastes of the World Cookbook," which is a longstanding incentive for Bon Appetit. The voucher presents the hard offer of 12 issues for $10 plus $3 shipping and handling.
Ibex Mails Eco-Friendly Apparel Catalog
The Fall/Winter 08/09 catalog from outdoor clothing retailer Ibex presents the company’s dedication to producing environmentally sustainable outdoor apparel by employing its fundamental fiber: wool. Beginning with “Wool has never looked and felt so good,” the book offers a testament to wool as renewable and versatile. Attributes are graphically presented in the shape of a Swiss Army Knife and range from “stain resistant” and “flame resistant” to “hydrophilic” and “naturally antimicrobial.” The catalog organizes its active wear into three categories (“Next to Skin,” ”In the Middle,” and “On the Outside”). Most items include a story behind the clothing and country of origin. The Clive Jacket ($225), for instance, includes commentary on the jacket, stating that “if this jacket was a movie, it would be Citizen Kane. If it was a band, it would be the Stones. If it was a snack, it would be a Snickers bar – a deep-fried Snickers bar.” Some other noteworthy products include the Hooded Shak ($140) from the women’s “In the Middle” collection, Zepher Sport ($95), a long sleeve jersey from the men’s “Next to Skin” collection, and a Solace Jacket ($235) from the men’s “On the Outside” collection. The back of the catalog touts free shipping on $75+ orders, along with a Forest Stewardship Council (FSC) certification stamp, assuring that the catalog paper has come from responsibly managed forests. Orders from Ibex can be made by phone or online at Ibex.com.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.
