Mail Stream: February23
My Home My Style Premieres in the Mail
August Home Publishing Company’s title Workbench recently rebranded itself as My Home My Style, and mailed a self-mailer subscription offer. Like Workbench, My Home My Style emphasizes a do-it-yourself approach to home decor. The self-mailer folds out into three panels, inviting recipients to “Give it a Try…” It offers a taste of the types of projects in the magazine (creating a new headboard, clearing the clutter with pull out pantry shelves). The soft offer subscription price is $19.95 for 6 issues (1 free). As part of this “free premiere offer,” potential subscribers also receive the book Weekend Makeovers. To respond, a “Free Issue Free Book” involvement sticker can be placed on the BRM. Subscriptions to My Home My Style may also be placed online at MyHomeMyStyle.com.
New Magnet Freemium for Sierra Club
The Sierra Club’s recent membership appeal features a set of six animal magnets designed to remind recipients about the group’s work in protecting endangered wildlife. The #11 package leads with “Help Us Save the Endangered Species Act!” in red. On the backside, a full-length window allows the magnet freemium inside to show through. The envelope comes packed with material, including a letter from the executive director, a reply form with two petitions, a Sierra Club window decal, two keyboard calendar stickers, the aforementioned magnets, and a number of inserts, including one detailing a bag premium. The reply form offers a “Special Introductory Offer” to become a member for $15, along the ask ladder of $15/$25/$35/$50/$100/other. Two detachable petition cards — one addressed to Speaker of the House Nancy Pelosi, and one addressed to Senate Majority Leader Harry Reid — seek to “strengthen the vital protections” offered by the Endangered Species Act. New members receive a complimentary Sierra Club 1892 Rucksack as a premium for joining. The freemium depicts six species that should be added to the endangered list, including wolves, polar bears, ocelots and bighorn sheep.
The Cook’s Garden Get a Makeover
The Cook’s Garden debuted a new look with its 2010 catalogue. The 110-page book offers an assortment of seeds and plants for the gourmet gardener, including everything from fruit and berry seeds to salad greens. The new contemporary-looking logo is prominently displayed on the cover against a white background, sharing space only with a fork filled with tomato, mozzarella, and basil. Some seed offerings include Cosmic Purple Carrots ($3.95), Pink Summercicle Radishes ($2.95), and Yugoslavian Red Lettuce ($3.25). Recipes are scattered throughout the book, including those for Cashew Dressing, Spicy Tomato and Cress Soup, and Spinach Souffle. Like in previous efforts, a free Gourmet Lettuce mix packet is offered with orders over $30. Orders can be placed by phone, mail, or online.
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