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When the prices of full colour printing tumbled in the 80's many new creative formats were tried.
One of the one's that worked well was the magalogue, normally a 16 page pseudo magazine with content relating to the product or service it eventually got round to selling.
The seemingly impartial articles were read more avidly than a conventional sales piece and by the time the readers got to the end of the magalogue many were pleased to see a special offer for the product in question.
This format worked well for a time and probably stopped in the UK when Royal Mail introduced their large letter postal rate. Recently, the only examples I have seen have been from a client of ours selling health products.
They were able to take advantage of some great printing, enclosing and postal rates we could offer but like all good direct marketers, they were keen to test alternative formats.
The early results indicate that the magalogue is still their best format and perhaps it is ready to make a comeback for other products too.
If you would like to learn more and get some great prices drop me an email at email@example.com