Mail Stream: July 27

Fratelli Carli Targets U.S.
Italian olive oil producer Fratelli Carli recently targeted U.S. cooks with an incentive-filled introductory offer for Olio Carli Extra Virgin Olive Oil. The promotion introduces the product by playing up its popularity and nearly 100-year history. As part of its pitch, the sales letter reveals a surprising statistic little known to stateside consumers; currently 700,000 Italians receive home delivery of olive oil, “just the way milk used to be delivered to the home in the U.S.” The offer is for 6 half-liter bottles of oil for $29.99 (a 50% savings off the regular price of $59.99) with “no club to join” or future commitments. The deal also includes free shipping and handling along with multiple gifts. Premiums include a Carli apron with matching tea towel with any order and a white ceramic decanter for responses within 10 days. Two crests grace the sales letter signifying Olio Carli as official supplier to the Papal Establishment since 1927 as well as the Italian Royal Family since 1937.

AFAR: Not Your Typical Travel Title
AFAR is a new independent magazine dedicated to experiential travel and cultural exploration slated to launch this summer. Two 6″ x 9″ packages (identical except for price) arrived presenting a soft charter offer. To set the title apart, the envelope presents an intriguing clarification: “Any similarity between AFAR and other travel magazines is purely coincidental.” The letter inside emphasizes who the San Francisco-based magazine is targeting: “If your idea of travel is staying at a big-name chain hotel, touching every attraction in the guidebook, eating what you eat at home, and being in bed by 9 p.m., we’re afraid that AFAR might not be for you.” The letter also addresses why the magazine is launching now: ”